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Governance Regimes for Protected Geographic Indicators: Impacts on Food Marketing Systems

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https://ir.library.oregonstate.edu/concern/articles/b8515p16f

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  • Using a method based on historical narrative, we argue that the structure of governance regimes impacts the effectiveness of the marketing systems associated with protected geographic indicators. A protected geographic indicator is a form of communal intellectual property that is combined with privately held resources to enable the exclusive production and marketing of traditional specialty food and beverage products. We use two factors to differentiate between governance regimes: the heterogeneity of producer interests and capabilities and the level of communal control over production and marketing. Together these factors determine how committed producers are to participation and how strongly they coordinate their actions. Commitment and coordination in turn influence the quality and consistency of production, the effectiveness of promotion, the kinds of placement the product can achieve and the availability of price premiums. Commitment and coordination also help produce environmental and social benefits.
  • Keywords: sustainable food systems, macromarketing, marketing systems, governance systems, protected geographic indicators, traditional products
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  • Skilton, P. F., & Wu, Z. (2013). Governance regimes for protected geographic indicators: Impacts on food marketing systems. Journal of Macromarketing, 33(2), 144-159. doi:10.1177/0276146712473116
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  • 33
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  • 2
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