Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/338778 
Year of Publication: 
2024
Citation: 
[Journal:] Businesses [ISSN:] 2673-7116 [Volume:] 4 [Issue:] 4 [Year:] 2024 [Pages:] 553-565
Publisher: 
MDPI, Basel
Abstract: 
Olive oil, a staple of the Mediterranean diet, encounters substantial commercial obstacles in Spain and other olive oil-producing nations. Historically, these obstacles have been examined from a consumer demand standpoint, focusing on aspects such as quality enhancement, pricing issues, and consumer awareness deficiencies. This study shifts the focus to the supply-side perspective, providing novel insights into the factors affecting the marketing and sale of olive oil. To investigate these factors, a comprehensive consultation with an expert panel consisting of industry leaders from olive oil mills was conducted. These experts evaluated 13 critical factors identified through a literature review and their practical experience. The findings from this panel offer immediate practical applications, emphasizing the importance of marketing strategies, professionalization, internationalization, and the utilization of social networks and e-commerce in driving olive oil sales. The implications of these findings suggest that companies must restructure to become more professional and market-oriented to navigate and surmount the traditional commercial barriers in the olive oil industry. Overall, this research enhances our understanding of the supply-side dynamics influencing the marketing and sale of olive oil in the Spanish context and beyond.
Subjects: 
olive oil
marketing
sales
expert panel
internationalization
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
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