Consumer Behaviour and Netchain Responses in the Greek Olive Oil Market: Unravelling a Paradox

Constantine Iliopoulos; Athanasios Krystallis

Consumer Behaviour and Netchain Responses in the Greek Olive Oil Market: Unravelling a Paradox

In: Paradoxes in Food Chains and Networks

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Researcher Constantine Iliopoulos

Researcher Constantine Iliopoulos National Agricultural Research Foundation 5 Parthenonos Str., N. Iraklio, Athens, 14121 Greece Tel: ++301-0-27 55 086 Fax: ++301-0-27 51 937 e-mail: iliopoulosc@in.gr

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Research Associate Athanasios Krystallis

Research Associate Athanasios Krystallis National Agricultural Research Foundation 5 Parthenonos Str., N. Iraklio, Athens, 14121 Greece Tel: ++301-0-27 55 086 Fax: ++301-0-27 51 937 e-mail: krystallis.igeke@nagref.gr

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Type:: Chapter

Pages:: 117–129

DOI:: https://doi.org/10.3920/9789086865079_013

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The European olive oil industry has been through dramatic changes during the last five years. Particularly in Greece, a trend toward high quality olive oil has recently emerged. This paper empirically verifies this trend, identifies five clusters of olive oil consumers and focuses on their impact on the strategic behaviour of olive oil-related firms. While small food companies have responded to the emerging market segment, large firms owned by global netchains have not introduced product lines tailored to the needs of consumers. This strategic paradox is explained by analysing the case of ELAIS, the Greek subsidiary of UNILEVER. Considerations such as firm size, market structure, and institutional constraints unravel the paradox.

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Paradoxes in Food Chains and Networks

E-Book ISBN:: 9789086865079

Publisher:: Wageningen Academic

Print Publication Date:: 10 Oct 2002

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- Life Sciences

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Consumer Behaviour and Netchain Responses in the Greek Olive Oil Market: Unravelling a Paradox

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Paradoxes in Food Chains and Networks

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