Marketing Dynamics within the Global Trading System:
New Perspectives

Registration (Conference Center)

Welcome Reception
(Restaurant Mediterranee - Conference Center)

Registration (Conference Center)

Welcoming address and formal opening
(Main Auditorium-Aristotle)

Chaired by: Konstadinos Mattas, George Baourakis

Addresses by:

• National and Local Authorities
• Alkinoos Nikolaidis, Director of MAICh
• EAAE Representative

Key-note speakers

Developments in world agricultural markets
Anastassios Haniotis, Florence Buchholzer
European Commission, Directorate General for Agriculture and Rural Development, Unit for Agricultural Trade and Policy Analysis, Brussels, Belgium

America’s eating habits in 2020: Will Americans move close to the Mediterranean diet?
Betsey Kuhn
U.S. Department of Agriculture, Food Economics Division, Economic Research Service, USA

Marketing dynamics within the Global Food System: the perspective of the farmer
Gert van Dijk
Wageningen University, Nijenrode University, NCR, The Netherlands

Coffee break

Marketing Research (Main Auditorium-Aristotle)

Chairman: Christopher Ritson

An integrated approach to the analysis of new marketing dynamics: The case of organic products
Gianni Cicia, Teresa Del Giudice, Ilaria Ramunno, Carolina Tagliafierro – Italy

Marketing margin and pricing dynamics in the presence of structural breaks – The Hungarian pork market
Lajos Zoltan Bakucs and Imre Ferto- Hungary

The challenges of organic production and marketing in Spain. Innovative marketing to the future with quality and safety food products
Antonio Colom-Gorgues – Spain

Market trends of the seafood products under international constraints : Contractualisation, marketing strategies and new behaviours
S. Gouin, E. Charles and JP. Boude – France

The market acceptance and welfare impacts of genetic use restriction technologies (GURTs)
Marianna Khachaturyan and Amalia Yiannaka – USA

Agro-food Trade (Democritus Room)

Chairman: Murat Yercan

Polish agro-food trade with European countries before and after joining EU
Mieczyslaw Adamowicz and Anna Rytko – Poland

Old and new partners: Similarity and competition in the EU foreign trade
Alessandro Antimiani and Roberto Henke – Italy

The olive oil and cotton lint sectors in the European Union
Yiorgos Gadanakis, George Baourakis, Carmen Clapan and Periklis Drakos – Greece

Comparative advantages and competitiveness of Hungarian and Slovenian agri-food trade in the EU markets
Stefan Bojnec and Imre Ferto – Slovenia, Hungary

Impact of a new multilateral WTO reform on the EU dairy sector and on world dairy markets
Z. Boumra-Mechemache and V. Requillart - France

Consumer Behaviour (Pythagoras Room)

Chairman: Michel Petit

Determinants of consumer acceptance of ethnic foods and functional foods: Implications for new product development
Wim Verbeke – Belgium

New meats from the Wild West: Consumers’ perceptions towards alternative meats
Bodo Steiner, Jim Unterschultz and Fei Gao – Canada

Do consumers benefit from private label development?
Paolo Sckokai and Claudio Soregaroli – Italy

Consumers WTP for wine with certified origin: latent classes based on attitudinal responses
Riccardo Scarpa, Mara Thiene and Luigi Galetto – New Zealand, Italy

Quality/Innovation/Competitiveness (Socrates Room)

Chairman: Jean-Claude Montigaud

The economic regulation and quality management in the Italian VQPRD sector: which perspectives?
Giulio Malorgio and Cristina Grazia – Italy

Organic food quality and safety perception throughout Europe
Simona Naspetti and Raffaele Zanoli – Italy

Agricultural cooperatives and quality-enhancing R&D in the agri-food system
Kyriakos Drivas and Konstantinos Giannakas – USA

A cross-cultural study of cereal foods’ quality perception
R. Krutulyte, Al. Costa and K.G. Grunert – Denmark

Lunch (Restaurant Mediterranee)

Marketing Research (Main Auditorium-Aristotle)

Chairman: George Baltas

Cross-European and functional food related to consumer segmentation for new product development
Kai Sparke and Klaus Menrad – Germany

Services marketing in the hospitality economy: An exploratory study
Fotis C. Kitsios – Greece

Brands value and governance implications: A transaction cost framework
Emmanuel Raynaud, Loic Sauvee and Egizio Valceschini – France

Culture and values – Their relevance for marketing strategies
Astrid Rewerts and Jon Hanf – Germany

Multi-layer entrepreneurial marketing institutions: The case of Dutch cooperative firms
Nikos Kalogeras, Joost M.E. Pennings and Gert van Dijk – The Netherlands, USA

Agro-food Trade (Democritus Room)

Chairman: Raffaele Zanoli

An analysis of the dispute European Communities – Protection of trademarks and geographical indications for agricultural products and foodstuffs
Christophe Charlier and Mai-Anh Ngo – France

The nature of the relationship between international tourism and international trade: The case of German imports of Spanish wine
Christian Fisher and Luis A. Gil-Alana – Germany, Spain

How effective is the EU’s import regime for oranges?
Linde Goetz and Harald Grethe – Germany

Did the Uruguay Round enhance world trade in agricultural products?
A. Tabeau, S. van Berkum and F. Van Tongeren – The Netherlands

Food Industry (Pythagoras Room)

Chairman: Margaret Loseby

Network life cycle and centrality of actors: Some regularities in biopharmaceutical and agbiotech industries faced with biotechnology rupture
David Catherine – France

Statistical analysis of the U.S. stock market : food industry
Evgeniya Korchina and Panos M. Pardalos – Greece, USA

Marketing dynamics and management excellence. The sources of successful internationalization of food processing company from transition economy (Case: MASPEX – Poland)
Katarzyna Lawniczak-Goscinska – Poland

Developing food supply chain in Armenia
J. Engels and G. Sardaryan – Armenia

Food retailing and prices in Slovenia
Stefan Bojnec – Slovenia

Quality/Innovation/Competitiveness (Socrates Room)

Chairman: Kostas Galanopoulos

The international competitiveness of the UK cereals sector
David Thelwell and Christopher Ritson – UK

Competitiveness of Czech milk sector on the EU market
Iveta Boskova – Czech Republic

Importance of standardizing raw milk quality for the enhancement of Croatian market competitiveness
Z. Tolusic, P. Mijic and M. Tolusic – Croatia

Innovation in commercialization of pelagic fish: the example of “Srdela Snack”
Ante Kolega, Marija Radman and Jerko Markovina – Croatia

Audit risk factors in certification. How can risk-oriented audits improve the quality of certification standards?
Holger Schulze, Friederike Albersmeier, Achim Spiller and Gabriele Jahn – Germany

Coffee break

Marketing Research (Main Auditorium-Aristotle)

Chairman: Wim Verbeke

Policy assessment and development by stakeholders: A cross-country analysis of national policies on marketing of organic food in 11 European countries
Daniela Vairo, Anna Maria Haring, Stephan Dabbert and Raffaele Zanoli – Italy, Germany

Attitudes of Chinese consumers towards retail formats
Matthias Schramm, Achim Spiller and Torsten Staack – Germany

The influence of cooperative organizational characteristics on market orientation and performance: The case of agri-food cooperatives in Greece
Theodoros Benos, Frans J.H.M. Verhees and Nikos Kalogeras – The Netherlands, USA

The effect of country of origin labeling on consumer purchasing decisions and welfare
Lana Awada and Amalia Yiannaka – USA

Agro-food Trade (Democritus Room)

Chairman: Emin Isikli

Prevalence of key developments in trade of agro-food produce in the new member states of the European Union
Stefan Bojnec, Darja Majkovic and Jernej Turk – Slovenia

Renewable energies – new forces in Brazilian trade with the EU?
Oliver von Ledebur and Petra Salamon – Germany

A research upon the structure of Turkey’s citrus fruit export from the standpoint of Turkey’ membership in EU
Gert van Dijk and Ahmet Zenginoglu – The Netherlands, Turkey

International trade and competitiveness analysis in the European Union: The case of prepared meat sector
Alessandro Banterle and Laura Carraresi – Italy

Towards to the future success in the European markets: highly innovative food products from Slovakia
Elena Horska and Peter Bielik – Slovakia

TRACE Project (Pythagoras Room)

Chairman: Olga Kehagia

Traceability: European consumers’ perceptions regarding its definition, expectations and differences by product types and importance of label schemes
George M. Chryssochoidis, Olga C. Kehagia and Polymeros E. Chrysochou – Greece

Food traceability in Europe: Consumers’ knowledge and perception
Georges Giraud, Rafia Halawany and Corrine Amlard – France

Traceability perception of beef: a comparison between Spanish and Italian consumers
Cristina Mora, Davide Menozzi, Giusi Faioli, Pilar de Carlos, Julian Briz and Isabel de Felipe – Italy, Spain

How consumers link traceability to food quality and safety: An international investigation
Wendy van Rijswijk and Lynn J. Frewer – The Netherlands

The main problems of food allergic consumers concerning food labelling: an ethnographic study
J. Voordouw, J.R. Cornelisse-Vermaat and L.J. Frewer – The Netherlands

Quality/Innovation/Competitiveness (Socrates Room)

Chairman: Nicholas Kalaitzandonakes

Sugar sector in Croatia: competitive or not?
Ramona Franic and Ornella Kumric – Croatia

Models of duopsonies in the rapeseed oil market in France: the competition between biofuel and food uses
David Treguer – France

An index-based approach for assessing agribusiness competitiveness at the sector level: the case of the EU food and drink manufacturing industries
Christian Fischer and Sebastian Schornberg – Germany

Firms strategies and voluntary traceability: An empirical analysis in Italian food chains
Stefanella Stranieri and Alessandro Banterle – Italy

Dinner - Cretan Night (Restaurant Mediterranee)

Marketing Research (Main Auditorium-Aristotle)

Chairman: Amalia Yiannaka

Consumers’ attitude toward ethical food: Evidence from social farming in Italy
Anna Carbone, Marco Gaito and Saverio Senni – Italy

The development of an analytical tool for integrating ‘ the voice of the consumer’ in new product development
Pilar de Carlos, Marian Garcia, Isabel de Felipe, Julian Briz and Federico Morais – Spain, UK

Food involvement and food purchasing behaviour
Andreas C. Drichoutis, Panagiotis Lazaridis and Rodolfo M. Nayga Jr. – Greece, USA

Consumer attitudes towards nutrition labeling
Dimitra Bikou, George Baltas and George Baourakis - Greece

MEDFROL – AGPOL Projects (Democritus Room)

Chairman: Yves Surry

The competitiveness of Mediterranean fruit and vegetables on the world market
Emma Lindberg and Yves Surry – Sweden

Competitive advantage of olive oil, tomatoes and oranges for Algeria and Morocco
Ali Abidar and A. Laytimi – Morocco

EU market access for Mediterranean fruit and vegetables: A gravity model assessment
Charlotte Emlinger, Emmanuelle Chevassus-Lozza and Florence Jacquet – France

International competitiveness of Turkish agriculture: A case for horticultural products
Murat Yercan and Emin Isikli – Turkey

The dynamics of trade structures, trends and business organizational development of fresh fruit and vegetable firms in the European supply chain
Prodromos Kalaitzis, Gert van Dijk, George Baourakis and Periklis Drakos – The Netherlands, Greece

Measuring impact of trade liberalization : The regional vulnerability index – The case of fresh fruit and vegetable in Euro-Mediterranean countries

Jean-Louis Rastoin, Jean-Claude Montigaud and Nassima Ayadi – France

Agricultural Production and Policy (Pythagoras Room)

Chairman: Simona Naspetti

Export changes and macroeconomic collateral effect in the Egyptian economy
Tarek Soliman, Efstratios Loizou and Konstadinos Mattas – Egypt, Greece

Economic analysis of pig meat production with respect to different housing systems of pigs
G. Kralik, Z. Tolusic, V. Margeta and Z. Gajcevic – Croatia

The business orientation of Cretan cooperatives
Nikos Kalogeras, Stelios Dokimakis, Fotis C. Chatzitheodoridis, Prodromos Kalitzis and Gert van Dijk – The Netherlands, USA, Greece

A double -hurdle model of Irish households’ foodservice expenditure patterns
Conor Keelan, Maeve Henchion and Carol Newman – Ireland

Cointegration analysis of wine prices for France, Greece and Turkey
M. Nisa Mencet, M. Zita Firat and Cengiz Sayin – Turkey

Quality/Innovation/Competitiveness (Socrates Room)

Chairman: Georges Giraud

Quality related communication approaches for organic food
Antonella Bodini, Richter Toralf and Felder Rudolf – Italy

Farmers’ strategies in globalizing markets: Empirical results from Germany
Philipp Inderhees and Ludwig Theuvsen – Germany

Joint evolution of spatial integration and product segmentation on agricultural markets: the case of cereals in Mali
M. Aubert, C. Bignebat and J. Egg – France

Standards – catalyst for winners, barrier for losers? An empirical analysis of SPS measures and the trade performance of developing countries
Christine Chemnitz and Nana Kunkel – Germany

Customer relationship management and cause related marketing: A vehicle for value creation
Argyro Avgoustaki, Jehad Mitwasi and Marios Katsioloudes – Greece, Palestine, United Arabs Emirates

Coffee break

Marketing Research (Main Auditorium - Aristotle)

Chairman: Konstantinos Giannakas

Voluntary approaches to food safety: New insights for credence goods in the agro-industry
M’hand Fares and Elodie Rouviere – France

Consumer expectations towards origin-claimed food products compensation and acceptance for global trading system
Georges Giraud – France

Th economic value of food labels : A lab experiment on safer infant milk formula
Isabell Goldberg, Jutta Roosen and Rodolfo M. Nayga Jr. – Germany, USA

The market analysis of branded, new generation hungaricums
Z. Szakaly, O. Szigeti, Sz. Berke and V. Szente – Hungary

Does the country-of-origin of a food product influence consumer preferences? An empirical examination of ham and cheese products in the Greek market
Athanassios Krystallis and George Chryssochoidis - Greece

MEDFROL-AGPOL Projects (Democritus Room)

Chairman: Florence Jacquet

Impact of agricultural trade liberalization between the EU and Mediterranean countries: The case of the tomato processing industry
Jean-Claude Montigaud, Corrado Giacomini and Julian Briz – France, Italy, Spain

Agricultural situation report of Cyprus and the market and trade policies for fruit/vegetable and olive oil
Marinos Markou and Andreas Kavazis – Cyprus

Modelling agricultural policy reforms in the Mediterranean basin – Adjustments of AGRISIM
Aikaterini Kavallari, Rene Borresch and P. Michael Schmitz – Germany

Potential effects of EU membership on agricultural production and trade in Turkey
H. Ozan Eruygur and Erol H. Cakmak – Turkey

Agricultural trade liberalization in the Mediterranean region: a complex and uneven process
Michel Petit, Florence Jacquet, Fatima Elhadad, Wally Tyner – France, USA

Agricultural productivity growth in the Mediterranean and tests of convergence among countries
Konstantinos Galanopoulos, Emma Lindberg, Yves Surry and Konstadinos Mattas – Greece, Sweden

Quality/Innovation/Competitiveness (Socrates Room)

Chairman: Constantinos Zopounidis

Product optimisation in new product development: The case of innovative probiotic beverages
Joe Bogue and Douglas Sorenson – Ireland

The international food standard: Bureaucratic burden or a helpful management instrument in global markets?
Jana-Christina Gawron and Ludwig Theuvsen – Germany

Vertical competition between manufactures and retailers and upstream incentives to innovate and differentiate
Luciano Venturini – Italy

The competitiveness of the Portuguese wine sector and a case study of exports and activity diversification in the Vinhos Verdes region
Francisco J. Diniz, Marios Katsioloudes and Sandra P. Fortunas – Portugal, United Arab Emirates

The challenge of pesticide use reduction : the case of tomatoes
Nicolien van der Grijp – The Netherlands

Standardization versus customisation. The role of culture
Spyridon Mamalis, Mitchell Ness and Michael Bourlakis – Greece, UK

Lunch (Restaurant Mediterranee)

Marketing Research (Main Auditorium-Aristotle)

Chairman: Jernej Turk

Branding in the red meat sector – A conjoint study from Germany
Maren Lueth, Achim Spiller and Matthias Schramm – Germany

Nutritional food label use: A theoretical and empirical perspective
Andreas C. Drichoutis, Panagiotis Lazaridis and Rodolfo M. NaygaJr. – Greece, USA

Genetically modified maize: Exploring consumer acceptance
Anthimia M. Batrinou, Vasilia Sinanoglou, Antigoni Gogkou and George Sakellaris – Greece

The role of Guanxi networks in vegetable supply chains: Empirical evidence from Jiangsu Province, P.R. China
Hualiang Lu – China

Perspectives of small retailers in the organic market: Customer satisfaction and customer enthusiasm
Jan Bolten, Raphael Kennerknecht, Achim Spiller – Germany

MEDFROL-AGPOL Projects (Democritus Room)

Chairman: Jose M. Gil

Assessing global market dynamics and policy reforms for EU olive oil
Samir Mili – Spain

Decomposition of output growth for Tunisian olive-growing farms: A frontier production function approach
Boubaker Dhehibi, Lassaad Lachaal and Boubaker Karray – Tunisia

Competitiveness of virgin olive oil exports from Mediterranean countries to the EU
Monia Ben Kaabia and Jose M. Gil – Spain

Efficiency and productivity of horticulture farms in Spain
Fatima Lambarraa, Teresa Serra and Jose M. Gil – Spain

Agricultural Production and Policy (Pythagoras Room)

Chairman: George Chryssochoidis

Early effects of the CAP implementation in new member countries
Secondo Tarditi – Italy

Variety of cultural patterns as determinations of adjusting enterprises to exist on international markets
Karolina Gotowala – Poland

The impact of EU accession on the agricultural prices, production patterns and incomes of Bulgaria
Nikolinka Koleva – Bulgaria

Foreign investment in Polish agribusiness as a factor which accelerates its development
Bogdan Klepacki and Barbara Golebiewska – Poland

The impact of the introduction of the Euro on prices
Athanasios Papadopoulos and Ali M. Mahfoudh – Greece, Tunisia

Coffee break

Closing session

Chaired by: George Baourakis, Konstadinos Mattas

Concluding remarks

08:00

Post Seminar excursion to Knossos and
Archaeological Museum of Heraklion