Course Title: SHA HF 323 The Italian Food Industry: Economics, Culture, Society
Course Instructor: Diego Campagnolo
Contact:
Office Hours:
Class Meeting Times: 4 hours per week
Credits: 4
Course Description:
This course will introduce students to the particularities of the Italian food industry from an economic,
cultural and social perspective. The course will take a multidisciplinary approach that will merge
business economics with historical and sociological concepts. The course will focus specifically on the
Italian food industry within the framework of European policies. Special attention will be paid to its
specific characteristics related to size of the producers, product quality and certification, institutions, and
relationships to the land and regional cultures.
After an overview of the historical and cultural aspects of Italian food, students will be guided through a
deeper understanding of how strategies and business models are evolving in order to offer the consumer
up-to-date customer value-added products that remain anchored in the historical and cultural heritage of
Italian traditions.
Course Objectives:
The objective of the course is to provide students with concepts and tools that are useful in order to
select, analyze and exploit business opportunities in the food industry. The cultural and social topics
complement the economic and business topics to present a framework for deeply understanding the
business opportunities of food products.
Methodology:
The course will be taught through a combination of traditional lectures, seminars by industry experts, inclass case studies and company visits. In so doing, students will have the opportunity to experience real
applications of the concepts discussed.
Prerequisite Courses:
This is a multidisciplinary course, with no specific prerequisite. Even if basic concepts of Business
Management (such as Business Economics, Marketing and/or Business Strategy) are useful, an
introductory class will deliver all the frameworks and concepts that permit a full comprehension of the
subjects of the course.
Assessment and Grading:
Final grade is based on the following rubric:
20% Class participation
20% Midterm exam
20% 2 Reports on Case Discussion
20% Final written exam
20% Project
Class participation
Meaningful participation is an integral part of this class. Superior class participation includes regularly
engaging in discussion of cases and readings, asking questions and sharing experience about course
topics.
Midterm exam
The midterm exam is a multiple-choice exam that covers all the topics discussed in class until the date in
which the midterm exam is scheduled.
2 Reports on Case Discussion
Each participant is required to complete 2 reports, on 2 of the cases we will visit. Each report must be no
more than 3 pages on the main characteristics of the firm and on the main elements explaining how the
firm creates and captures value.
Final exam
It will cover all the aspects of the course. More details will follow during the semester.
Project
The project is due at the end of the course. Participants are required to complete the Project in a group of
3 students per group. Students will design and discuss the business model of a food company based on
the theoretical arguments discussed in class.
Academic integrity
It is every student’s responsibility to read the Boston University statement on plagiarism, which is
available in the Academic Conduct Code. Students are advised that the penalty against students on a
Boston University program for cheating on examinations or for plagiarism may be “…expulsion from
the program or the University or such other penalty as may be recommended by the Committee on
Student Academic Conduct, subject to approval by the Dean.” You can view the entire Academic
Conduct Code here: http://www.bu.edu/academics/resources/academic-conduct-code/
Tentative Course Schedule (Broken down by Meetings)
Class
Topic
Case studies/
company visits
(to be
confirmed)
Notes
Required Readings
1
2
Course presentation and introductory class
“Made in Italy” and the Italian way of life: characteristics
in the food industry
3
Food industry: facts, figures, main characteristics and
evolution
4
Food industry: facts, figures, main characteristics and
evolution
5
Business Models: design, configuration and innovation
 Afuah, 2004, Chapters 1, 2
6
Business Models: design, configuration and innovation
 Afuah, 2004, Chapters 4, 5,
6
7
Food: cultural and societal aspects
8
Anthropology of food
9
Impact of EU politics on the quality of agricultural
products and the certification of the origin
Guest
speaker
Guest
speaker
Guest
speaker
10
11
MIDTERM EXAM
The role of Consortia and the case of Consorzio di Tutela
del Prosecco di Conegliano Valdobbiadene
Company
Visit
 Belletti et al., 2007
 Materials from the teacher
12
Business Models in the Food Industry: a supply chain
perspective
Eataly & Slow
Food
 Case materials from the
teacher
13
Business Models in the Food Industry: the role of upstream
vertical integration
Rigoni di
Asiago
In class
case
discussion*
In class
case
discussion*
Reports
due date
 Materials from the teacher




Carbone, 2003
Matarazzo, 2012
Materials from the teacher
Materials from the teacher
 Case materials from the
teacher from the teacher
1st Report
due on
company
visit of
class
number 11
In class
case
discussion*
Company
visit
 Case materials from the
teacher
Bauli
Company
visit
 Case materials from the
teacher
Loison
Company
visit
 Case materials from the
teacher
14
Business Models in the Food Industry and the role of
downstream vertical integration
Pastificio Rana
15
Business Models in the Food Industry: innovation and
communication
Nonno Nanni
16
Business Models in the Food Industry: relationships with
distribution channels
17
Business Models in the Food Industry: the luxury segment
18
Sensorial analysis (guest speaker)
19
Course wrap-up
 Case materials from the
teacher
20
FINAL EXAM
* Participants are required to read all the materials before coming to class. Materials will be made available by the Instructor.
2nd Report
due on
company
visit of
class 15,
or 16, or
17
Class details
Class 1
Introductory class aimed at presenting the structure of the course and its main contents.
Class 2
“Made in Italy” and the Italian way of life: characteristics in the food industry
This topic is aimed at presenting the particularities of “Made in Italy” products. Subsequently it focuses on
Italian food (cases such as Slow Food could be presented and discussed).
Class 3,4
Food industry: facts, figures, main characteristics and evolution
This topic is aimed at presenting the main strengths and weaknesses of the Italian food industry through the
discussion of facts and figures related (but not limited) to variety and quality of products, business size and
concentration in limited geographical areas (industrial districts), trends of the industry as a whole and during the
recent financial crisis, comparison between Italy and other foreign countries, international expansion of firms,
and distribution models.
Class 5,6
Business Models: design, configuration and innovation
This class will present the concept and framework of business models. It will represent the theoretical
framework that will be used in order to discuss in class case studies and company visits.
Class 7
Food: cultural and societal aspects (guest speaker)
This topic presents food as a cultural and social marker, and provides concepts to decipher alimentary and
gastronomic codes in relation to the Italian cultural pattern.
Class 8
Anthropology of food (guest speaker)
This topic analyzes food habits from an anthropological perspective. In particular, food behaviors from
antiquity to the contemporary world, with special attention to: taxonomies; reproduction of local, regional and
national identities; and the notion of sense and “the anatomy of the senses”.
Class 9
Impact of EU politics on the quality of agricultural products and the certification of the origin (guest speaker)
This class presents the main characteristics of European and Italian politics on food. It also presents the
characteristics of different certifications of origin (such as P.D.O and others). In class discussion will be
complemented by case studies.
Class 11
The role of Consortia
This topic will present the role of Consortia for certified products in terms of preservation of competences and
recipes, development of the area of production, services for associated firms and product promotion and
distribution. In class discussion can be complemented by a visit to one Consortium and associated firms (e.g.
Consorzio di Tutela del Prosecco di Conegliano Valdobbiadene).
Class 12, 13, 14, 15, 16, 17, 18
Business Models in the Food Industry
This topic provides students with specific tools and examples to understand how the business models of Italian
firms of the food industry is evolving. It will discuss both theoretically and empirically how and why firms are
vertically integrating upstream and downstream and how innovation in products and brands allows them to
remain competitive, how they use innovation and deal with distribution channels. A section will be also
dedicated to the luxury segment. In class case analyses and company visits will complement traditional lectures
(e.g. Rana, Rigoni di Asiago, Eataly, Eat’s, Loison Pasticceri, Bauli, Latteria del Montello-Nonno Nanni).
Class 19
Sensorial analysis (guest speaker)
A seminar on sensorial analysis can be organized in order to teach how to appropriately taste food.
Required Text(s):
All the materials will be made available to the students by the instructor. Materials for case study
discussion will be handed out in class.
Afuah, A. 2004. Business Models. A Strategic Management Approach. New York, NY: McGraw-Hill, Irwin.
Belletti, Giovanni & Burgassi, Tunia & Manco, Elisabetta & Marescotti, Andrea & Pacciani, Alessandro &
Scaramuzzi, Silvia, 2007. The roles of geographical indications (PDO and PGI) on the internationalisation
process of agro-food products. 105th Seminar, March 8-10, 2007, Bologna, Italy 7851, European
Association of Agricultural Economists
Carbone A., 2003. The role of Designation of Origin in the Italian food system. In Gatti, E., Giraud-Heraud and
S. Mili (Eds), Wine in the Old World – New risks and opportunities. Milano, Italy: Franco Angeli, pp. 2941.
Matarazzo M., 2012, Country of origin effect: research evolution, basic constructs and firm implication. In
Bertoli G., Resciniti R. (Eds), International Marketing and the Country of Origin Effect. The Global Impact
of “Made in Italy”, Chelrenham, UK: Edward Elgar Publishing Ltd.
Optional texts/Recommended Reading:
AA. VV., 1997, “Italians turn the tables. Italy is winning its culinary war with France. But victory may be
costing Italian restaurants their old appeal: simplicity”, The Economist, May 5th.
AA. VV., 2009, “A piece of cake. How Italy’s bakers cope with seasonal demand”, The Economist, December
10th.
AA.VV., 2001, “In search of a perfect cup. Espresso coffee requires as much technology and taste as fine wine.
Where to find the finest?”, The Economist, December 20th.
AA.VV., 2007, “Big portions. America’s role in the rise of the world’s biggest pasta-maker”, The Economist,
June 21st.
AA.VV., 2007, “Fizzy or still? Italy’s cheaper alternative to champagne is growing in popularity”, The
Economists, December 19th.
Alexander D., 2000, “The Geography of Italian Pasta, The Professional Geographer, 52(3), pp. 553-566.
Amit, R. & Zott, C. 2010. Business Model Design: an Activity System Perspective. Long Range Planning, 43:
216-226 (Special Issue on Business Models).
Amit, R. & Zott, C., 2001. Value creation in e-business. Strategic Management Journal, 22: 493-520.
Antónia Correia, MiguelMoital, Carlos Ferreira da Costa and Rita Peres, 2008, The determinants of
gastronomic tourists’ satisfaction: a second-order factor analysis, Journal of foodservice.
Arnott, M. L. (ed.), Gastronomy. The Anthropology of Food and Food Habits. The Hague - Paris: Mouton,
Arnott, M. L. (ed.), Gastronomy. The Anthropology of Food and Food Habits. The Hague - Paris: Mouton
Capatti A., Montanari M., 2003, Italian Cuisine: a Cultural History”, Columbia University Press.
Casadesus-Masanell, R. & Ricart, J.R. 2011. How to design a winning business model. Harvard Business
Review, January-February: 101-107.
Cembalo L., Cicia G., Del Giudice T., Scarpa R., Tagliafierro C., 2008, “Beyond Agropiracy: The Case of
Italian Pasta in the United States Retail Market”, Agribusiness, 24(3): 403-413
Chesbrough, H. W. 2010. Business model innovation: opportunities and barriers. Long Range Planning: 43
(Special Issue on Business Models).
Croce E., Perri, G., 2010, Food and Wine Tourism: Integrating Food, Travel and Territory, Cabi Publishing.
Davis B., Lockwook A., Pantelidis I., Alcott P., 2008, Food and Beverage Management, Elsevier, Oxford
Giovanni Mattia, 2004, Balsamic vinegar of Modena: From product to market value: competitive strategy of a
typical Italian product, British Food Journal, Vol. 106 Iss: 10/11, pp.722 - 745
Iacopo Bernetti, Leonardo Casini, Nicola Marinelli, 2006, Wine and globalisation: changes in the international
market structure and the position of Italy, British Food Journal, Vol. 108 Iss: 4, pp.306 – 315
Magretta, J. 2002. Why business models matters. Harvard Business Review, 80: 86-92.
Palacio J.P., Theis M., 2009, Introduction to Foodservice, Pearson, Columbus
Teece, D.J. 2010. Business models, business strategy and innovation. Long Range Planning: 43: 172-194
(Special Issue on Business Models).
Zott, C. & Amit, R. 2007. Business model and the performance of entrepreneurial firms. Organization Science,
18: 181-199.
Zott, C. & Amit, R. 2008. The fit between product market strategy and business model: implications for firm
performance. Strategic Management Journal, 29: 1-26.
Number/Names of Guest Speakers:
4/5 Possible guest speakers: Michela Zago, Stefano Armellini, Michele Bianco, Giuseppe Pasciuti,
Andrea Menini (all the Guest Speakers will be confirmed as the course approaches)