The value of intangible resources as a differentiation strategy for enterprises: The case of PGI table grape of Mazzarone

The issues of quality and food safety, as a resource for the enterprise that adopts them, and consequently a source of competitive advantage, they are, today, spread far beyond the borders of Europe and receive progressively greater attention at international level, even in virtue of a widespread and more intense consumer attention towards the content of tangible and intangible services that accompany food. The importance assumed by the new major global players, the change in lifestyle, the role played by large-scale distribution have made “food” one of the globalizing phenomena in absolute terms and, at the same time, one of the areas of consumption of more hedonistic content. In particular, the agri-food quality production is a topic of considerable interest, not only within the scientific community and the complex entrepreneurial system called into question with numerous production chains involved, but also for the final consumer. This paper is divided into two parts, the first part will limit the analysis to the literature, the empirical research, economic models with the aim of creating a framework, which does not have the claim to being exhaustive, but placing the reader in a position to acquire a comprehensive overview on the subject, it is able to put out some critical points. In the second part we will try to assess the importance of quality certifications from the signs of indication of geographical origin (PDO, PGI), as a competitive advantage factor in the analysis of profitability differentials-competitiveness. In particular, it will be analysed the case of the firms of the Consortium for the protection of PGI table grapes of Mazzarrone with particular reference to access to markets, and the recognition to the the firm to pay a premium price for the adoption of the distinctive sign of origin, compared to the selling price of a product not certified. KEYWORDS: typical products, competitive advantage, differentiation strategy, PGI