Logo
Munich Personal RePEc Archive

The analysis of competitive interdependencies through Social Network Analysis: the case study of extra-virgin olive oil

Marchini, Andrea and Diotallevi, Francesco and Fioriti, Linda (2012): The analysis of competitive interdependencies through Social Network Analysis: the case study of extra-virgin olive oil. Published in: Journal of European Economy , Vol. 11, No. Special Issue : pp. 251-266.

[thumbnail of MPRA_paper_40411.pdf]
Preview
PDF
MPRA_paper_40411.pdf

Download (511kB) | Preview

Abstract

This paper aims to analyze, utilizing scanner data, the relationships of competitive interdependency in the extra-virgin olive oil sector in Italy. One of the most important aspects of the competitiveness analysis is the concept of competitive interdependency, as the competitive performances of a product depend upon the number of competitors on the same shop shelf. The «Social Network Analysis» (SNA) has been applied to investigate these interdependencies by elaborating extra-virgin olive oil sales data from a national level survey. The SNA methodology has provided a useful tool to analyse the competitive relationships between each selected extra-virgin olive oil brand and the others on the same shop shelf. The conclusions aim to discuss the results of the study, which has provided useful information about high quality Italian olive oil segments, and to evaluate future opportunities and actual limits of this new methodology to approach the analysis of competitive brand networks.

Atom RSS 1.0 RSS 2.0

Contact us: mpra@ub.uni-muenchen.de

This repository has been built using EPrints software.

MPRA is a RePEc service hosted by Logo of the University Library LMU Munich.