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Abstract
The aim of the paper is to analyse the evolution of coordination mechanisms among actors within marketing channels
linked to a typical agro-food product on the basis of the conceptual framework given by the economic theory of
conventions.
The case study regards Chianina beef, with particular reference to the zone of origin of this "focal breed" (province of
Arezzo, Tuscany, Italy).
After having reviewed the essential points of the economic theory of conventions and its principal applications to
quality in agro-food system, the focus of the paper has been centred on the main changes regarding the systems of
production, marketing and consumption of Chianina beef in order to underline the evolutions in the operative quality
conventions.
Particular attention has been paid to the different quality hallmarks present on the product on the final market : quality
hallmarks have been interpreted as "conventional supports", expression of the will to enforce and make more visible
the active quality conventions.