Tag: OMOI method

Investigating eligible markets for Radicchio Rosso di Treviso PGI: the OMOI method

This paper contributes to the existing literature on geographical indications and, in particular, on the economic analysis of vegetables bearing a Protected Geographical Indication label. This study deals with the niche topic of methodologies that may be used to select ideal foreign markets for the Radicchio Rosso di Treviso. The aim is to suggest an adequate investigative methodology for identifying the foreign countries that are most suitable targets for promotional strategies. The specific analysis considers many variables, chosen with a view to selecting eligible markets, and ultimately draws up a consistent ranking of the five best nations. To determine the most promising country, the Overall Market Opportunity Index (OMOI) method has been used. This focuses on the most relevant indicators for each of the seven categories used to assess their appeal. The findings show that Denmark can be the best market for focusing the segmentation strategies of the Treviso Radicchio. After this, policy and business implications are addressed and opportunities for future research into emerging related issues are suggested. Strengthening the ranking analysis methodologies used for selecting target markets for the companies that produce Made in Italy luxury foods can also help improve such companies’ competitive profile on international markets.

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  • Scopus SJR (2023): 0.29
  • Scopus CiteScore (2022): 2.0
  • WoS Journal Impact Factor (2023): 0.9
  • WoS Journal Citation Indicator (2023): 0.33
  • ISSN (electronic): 2063-0476
  • ISSN-L 1418-2106



Publisher Name: Institute of Agricultural Economics Nonprofit Kft. (AKI)

Publisher Headquarters: Zsil utca 3-5, 1093-Budapest, Hungary

Name of Responsible Person for Publishing:        Dr. Pal Goda

Name of Responsible Person for Editing:             Dr. Attila Jambor

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

The publication cost of the journal is supported by the Hungarian Academy of Sciences.

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