%0 Journal Article
%T Protected indications of origin as differentiation cue of food products: the Spanish dry-cured ham case
%A Juan Carlos G¨¢zquez Abad
%A Francisco J. Mart¨ªnez L¨®pez
%A Vanesa Barrales Molina
%J Cuadernos de Gesti¨®n
%D 2012
%I Instituto de Econom¨ªa Aplicada a la Empresa
%X The "country/region of origin" is a traditionally strategy used by food companies in order to differentiate their production from each other. In Spain, there are more than 140 EU recognised- Designations of Origin comprising several categories of food and drinks. From these, there are only six quality labels on Spanish dry-cured ham. In spite of this lower number of Designations, they suppose almost the 15% of the global economic value. From both a quantitative and a qualitative perspective -based on a SWOT analysis, this paper traits to analyse the role of origin as a marketing differentiation tool. In addition, interesting recommendations are offered in order to enhance the consumer's knowledge of Designations' main characteristics.
%K Differentiation
%K Protected Designations of Origin
%K Protected Geographical Indications
%K Dry-cured Ham
%U http://www.ehu.es/cuadernosdegestion/revista/index.php/en/numeros?a=da&y=2012&v=12&n=2&o=5