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PASTA ‘MADE IN TUSCANY’: TRACEABILITY AND SUSTAINABILITY AS MARKETING STRATEGY
Ada Baldi,Marco Mancini,Anna Dalla Marta,Simone Orlandini 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This paper presents the case study of the Tuscan growers pasta, an example of linkage between people, territory, environment and food. The use of new technologies for agronomic management, cultivation protocols, and a food supply chain agreement guarantee high quality, traceability and sustainability from field to package, representing an innovative marketing strategy.
Diletta Acuti,Ada Baldi,Romeo Bandinelli,Emiliano degl’Innocenti,Valentina Mazzoli,Margherita Tufarelli 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
This research aims to understand how an interdisciplinary approach could help Italian firms to enhance their offer to the market. In this perspective, authors have studied benefits and obstacles of an interdisciplinary research approach, by describing the case of RITRATTO, a project by University of Florence referents of various disciplines (agronomy, design, engineering, history and marketing).