An International Business Education and Export Development Project
An International Business Education and Export Development
Project
Research:
| Research is a fundamental component of the project, with the
objectives to engage in collaborative research with faculty and students from several
countries, to the benefit of multiple stakeholders in the US, the Balkans countries and
the global community. Multiple methods have been used and market phenomena have been
assessed and explained from several academic and managerial perspectives. Specific
research projects include, for example, channel maps of food systems in various countries
of the Balkans, risk assessment of trade with and within the region, retail
development, consumer decision making for food products and retail
establishments, global inclusion of disenfranchised populations, and field
experiments to determine consumer attitudes toward country of origin,
products/brands/packaging and prices.
Due to the USDA/CSREES' ISE support we have been able to get involved into a 'real world' research project, which helped the students understand better the opportunities of a future cooperation among nations, business entities and educational institutions. We will continue with the results of our research in Greece and Romania. Some other places will be considered depending on the funds we will be able to receive.
Due to our Greek partners support and cooperation, especially from Dr. Evangelos A. Vergos and the American Farm School, we have been able to understand the Greek consumers, their shopping habits, preferences for product attributes (benefits, retailing and channels, prices), eating habits and media consumption. In Thessaloniki, the ASU team joined by the AFS (American Farm School) partners had the opportunity to visit the Central Fresh Market and supermarket chains: Carrefour, Vassilopoulos, and Masoutis. Thus we have been able to observe the way pasta is marketed throughout the value chain. Key insights were derived regarding merchandising, competition, and the marketing mix. The team also visited some food related companies and built links with various management/marketing representatives with focus/interests on/in agribusiness marketing: ALLATINI GROUP (http://www.allatini.gr/en/intro.asp)*- Processing and Marketing plant for wheat flour, pasta and baked goods; AL.M.ME GROUP (http://www.almme.gr)* - Processing plant for canned peaches; KRAVVAS FARM (http://oettli.com)* - Rice production, but they are focused, due to the lack of subsidies, on different entrepreneurial activities/ventures as: real estate, organics, translation services, and agritourism in order to maximize potential. MUSSEL FARM - Cooperative endeavor between government and entrepreneurs to create value-added business with high margins. We noticed a considerable export growth. VARVARESSOS (http://www.varvaressos.gr)* - Cotton spinning
Our project continues with a research study in Romania - Ploiesti city, which is the county seat of Prahova County and is located 35 miles north of Bucharest. The study was conducted by Claudia Dumitrescu, graduate student at the Morrison School of Management and Agribusiness, Arizona State University. We try to find new opportunities for agricultural commodities and products that are among the top U.S. exports. Our focus was obviously on desert durum wheat, respectively pasta consumption and Romanian consumers' perception toward pasta products. Some recent observations regarding pasta and players in the Romanian market, for example, are as follows:
Cristina Oncioiu, specialist in pasta production process, who informed us about pasta production and consumption before and after 1989 Revolution, the most important Romanian pasta companies.
Flori Tudor & Romi Tudor, the owners and managers of S.C.TIB-CO TUDOR S.N.C.- pastry production, retailing and distribution. They described their business strategy and the way they approach the consumer. They consider there are three words that characterize their success and continuity: quality, freshness, promptitude.
S.C. AGRISVILUPPO SRL - Romanian-Italian partnership, they grow the cereal grains: rye, oats, maize, rice, hard and soft wheat and send the crop to Italy, where they get the final product done. This is sold all over Europe - they manufacture and distribute standard and organic agricultural products
KAUFLAND - Gabi Eros, Food department Director - German supermarket chain that operates over 600 stores in Germany, Czech Republic, Slovakia, Poland, Croatia, Romania and Bulgaria - in Romania there are 13 Kaufland Stores, one of which was opened in Ploiesti in December 2005
We'll present some of the Romanian consumers' attitudes regarding pasta: country of origin, price, and pasta type:
'If a new pasta package would have a recipe, then I would be tempted to buy it. It is something new and I'd like to try it', female, shop assistant, 35 years old. 'If a new. more expensive pasta would be brought on the market I would buy it, because I assume it has a better quality', female, pastry employee, 50 years old 'I pay more if I get back quality, but I don't trust the imported products. I'm not sure if they are in concordance with the safety procedures', male, student, 22 years old.
Our research regarding pasta consumption and consumer attitudes toward food products in the Balkans area continues in Greece. Due to our funds received from the USDA/CSREES' ISE program 2 students from Arizona State University, Morrison School of Management and Agribusiness will be involved in the Internship Program provided by the Morrison School of Management and Agribusiness and the American Farm School, Thessaloniki, Greece.
Danielle Bechtel, graduate student and Francesca Muscarello, undergraduate student will conduct surveys vis-à-vis pasta products preferences and consumer behavior in Greece.
The students will also have the chance to learn about the farm and agribusiness management in an applied setting.
We will conclude our research upon their return.
Our students completed their Internship Program provided by the Morrison School of Management and Agribusiness and The American Farm School, with the considerable support from the USDA/CSREES' ISE Program. As a continuation of our multinational survey initiative, they conducted surveys about consumer behavior and pasta preferences in Greece. The data analysis and dissemination will be used in one of our masters-level theses, respectively the one that focuses on the desert durum wheat consumption in Romania and Greece. The program required field work which provided students with ‘real-world’ research experience, knowledge about the farm and agribusiness management. The students have also received academic credits. During the Internship Program our students had the chance to learn the Greek culture, language and customs, attending the classes provided by the American Farm School, in Thessaloniki. We will continue to find new opportunities for our students, faculty and stakeholders.
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