Journal of World Economic Research

| Peer-Reviewed |

Collective Brand Strategy, Entrepreneurship, and Regional Growth: The Role of a Protected Designation of Origin (PDO)

Received: 20 May 2013    Accepted:     Published: 30 June 2013
Views:       Downloads:

Share This Article

Abstract

This research aims to interconnect entrepreneurship theories with brand theories. The study analyzes how this can be accomplished in the context of smaller agricultural firms, considering how intellectual property rights can be used strategically in entrepreneurial activities, ultimately creating regional growth. A firm has several options to protect its brands. Producers of similar products within a limited geographical area can protect the shared designated origin. Use of a collective brand, such as Champagne and Roquefort in France or Parmeggiano Reggiano in Italy, has been studied as a strategy to protect products from a given region. In the case analyzed here, a particular Austrian collective brand – Gailtaler Almkäse – was safeguarded within a protected designation of origin (PDO), providing producers a safe haven from which to enhance their collective brand in competitive markets. The PDO registration of the brand represents a central entrepreneurial strategy for manufacturers. To the region where the brands originate, the PDO has become a specific aspect of entrepreneurship that leads regional development.

DOI 10.11648/j.jwer.20130203.11
Published in Journal of World Economic Research (Volume 2, Issue 3, June 2013)
Page(s) 26-38
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Brand, Entrepreneurship, Regional Growth, Strategy

References
[1] Aaker, D. 1991, Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: Free Press
[2] Aaker, D. 1996, Building Strong Brands, New York: Free Press
[3] Aaker D. and Joachimstaler E, 2000 Global Brand Leadership – Not Global Brands, Brand Leadership, New York: The Free Press
[4] Aaker, D. 2004, Brand Portfolio Strategy, New York: Free Press/Simon & Schuster
[5] Agrar Projekt Preis 2010, http://www.agrarprojektpreis.at/page-83.htm downloaded: March 25, 2010.
[6] Baumol, W.J. 1993, Entrepreneurship, Management, and the Structure of Payoffs, Cambridge, Massachusetts: The MIT Press
[7] Bertolini, P. and Giovannetti E. 2006, Industrial districts and internationalization: the case of the agri-food industry in Modena, Italy, Entrepreneurship & Regional Development, 18, (July), 279-304
[8] Birch, D.L. 1979, The Job Generation Process, MIT Program on Neighborhood and Regional Change, Cambridge: MA
[9] Borg, E. A. 1991, Problem shifts and Market Research: The Role of Networks in Business Relationships, Scandinavian Journal of Management, 7, (4), 285-295
[10] Borg, E. A. 2001, Knowledge, Information and Intellectual Property: Implications for marketing relationships, Technovation, The International Journal for Innovation, Entrepreneurship and Technology Management, 21, (8), 515-524
[11] Brockhaus, R H 1982, The psychology of the entrepreneur in En-cyclopedia of Entrepreneurship
[12] Casson, M. 1982, The Entrepreneur. An Economic Theory, Oxford: Martin Robertson
[13] Casson, M. et al. (Ed) 2006, The Oxford Handbook of Entrepreneurship The Life Cycle of Entrepreneurial Ventures, Oxford: Oxford University Press
[14] Casson, M. 2010, Entrepreneurship. Theory, Networks, History. Cheltenham: Edward Elgar Publishing
[15] Chandler A. D. 1977, The Visible Hand. The Managerial Revolution in American Business, Boston Mass., Harvard University Press
[16] Chebat, Jean-Charles 1999, Introduction, special issue on strategy implementation and assessment research: Research on implementation deserves as much attention as strategy formulation, Journal of Business Research 45, 107–10
[17] Coase Ronald, 1937, "The Nature of the Firm", Economica, Vol 4. Coase Ronald, 1960, "The Problem of Social Costs", The Journal of Law and Economics. November.
[18] Commission of the European Communities, 2008, Green Paper on Agricultural Product Quality: Product standards, farming requirements and quality schemes. Brussels, Belgium: CEC
[19] Davidsson, Per 1989, Continued Entrepreneurship and Small Firm Growth, 6, 17-19
[20] Davidsson, Per 1990, Continued entrepreneurship: ability, need and opportunity as determinants of small firm growth. Umeå : Institutionen för företagsekonomi, Umeå Universitet
[21] De Chernatony, L. 1997, Integrating Brand Building using Brand Taxonomies, Journal of Product & Brand Management, 6, (1), 56-63
[22] De Chernatony, Leslie; Harris, Fiona and Riley, Francesca 2000, Added value: Its nature, roles and sustainability, European Journal of Marketing 34: 39–56
[23] Delmar, Frédéric 1996, Entrepreneurial Behavior and Business Performance. Handelshögskolan i Stockholm.
[24] DelVecchio, D. 2000, Moving Beyond Fit: The role of brand portefolio characteristics in consumer evaluation of brand reliability, Journal of Product & Brand Management, 9, (7), 457-471
[25] Demsetz, H. 1983, "The Neglect of the Entrepre¬neur", Entrepreneurship. Edited by J. Ronen, 271-280.
[26] Die Woche 2010, 100.000 Einwohner bis 2030 abwegig! 25 August 2010
[27] EU Commission, 1995, Green Paper on Innovation: Bulletin of the European Union, Supplement 5/95. Office for Official Publications of the European Community, Luxembourg.
[28] EU Commission, 2006, Decree EU No 510/2006 from the Council for the protection of geographical information and regulations of origin for agrarian products and food products "Gailtaler Speck".
[29] Feldwick P. 1996, Do We Really Need Brand Equity? The Journal of Brand Management, 4, (1), 9-28
[30] Gartner, W. B. 1988, "Who is an entrepreneur’ is the wrong question", American Small Business Journal, Spring, 1-31. Gartner, W B 1990, "What are we talking about when we talk about entrepreneurship?" Journal of Business Venturing, 5 (1), 15-29
[31] Gailtaler Almprotokoll 1994, Produktions- und Qualitätsrichtlinien und Kontrollsystem für den "Gailtaler Almkäse". Unpublished manuscript. Verein der Gailtaler Almgesellschaften
[32] Global Entrepreneurship Monitor 2008. http://www3.babson.edu/ 10/10/08
[33] Globaliseringsrådets olika rapporter: http://www.sweden.gov.se/sb/d/8616
[34] Graetz, F. 2000, Strategic Change Leadership, Management Decision, 38, (8) 550-564
[35] Granovetter, M. 1973, The strength of weak ties, American Journal of Sociology, 78, 1360-80
[36] Gratzer K. and Rykönen P. 2012, Geografisk ursprungsbetekningar, En prelimenär reflektion, Södertörns högskola, Working Paper 2012:2
[37] Gratzer K., Rykönen P., Wramner P., 2011, "Landsbygdsutveckling, entreprenörer och varumärkesstrategier – en pilotstudie om gårdsmejerier i Sverige", in: Lönnborg, M and Rytkönen, P. 2011, Business History in Sweden. Gidlund,
[38] Gratzer, K. 2011, "Regional utveckling genon SUB – certifiering – Fallet Gailtaler Almkäse" Ymer. Årsbok. Svenska Sällskapet för Antropologi och Geografi.
[39] Grote J. R. 1997, Regionale Vernetzung: Interorganisatorische Strukturdifferenzen regionaler Politikgestaltung, (Arbeitspapiere Arbeitsbereich III/23). Mannheimer Zentrum für Europäische Sozialforschung, Mannheim
[40] Hébert, R. F. and Link A. N. 1982 The Entrepreneur. Mainstream Views and Radical Critiques
[41] Hakansson H. and Johanson, J, 1994, A model of industrial networks, in Axelsson B. and Easton G. (Eds.) Industrial networks: A new view of reality, London: Routledge
[42] Henreksson, Magnus and Stenkula, Mikael 2007, Entreprenörskap, SNS, Stockholm
[43] Higgins, R and Johnston A. 2010 Knowledge Flow and Inter-firm Networks: The influence of network resources, spatial proximity and firm size, Entrepreneurship & Regional Development, 22, (5), 457-428
[44] Higgins, R and Williams N. 2011, Entrepreneurship and Regional Competitiveness: The role and progression of policy, Entrepreneurship & Regional Development, 23, (9-10), 907-932
[45] Hisrich, Robert D et al 2008, Entrepreneurship, McGraw Hill, 168-195
[46] Hoselitz, B F, 1951 The Early History of Entrepreneurial Theory in Explorations in Entrepre¬neu¬ri¬al History, 3, (4), 193-222.
[47] Ireland, R.D.; Covin, J.G. and Kuratko D.F. 2009, Conceptualizing Corporate Entrepreneurship Strategy; Entrepreneurship Theory & Practice, January, 19-46
[48] Ireland Norman J, 1987, Product Differentiation and Nonepricecompetition, Oxford and New York: Basil and Blackwell.
[49] Jaworski, Bernard and Kohli, Ajay 1993, Market orientation: Antecedents and consequences, Journal of Marketing, 57, 53–70
[50] Johannisson, Bengt 2009, "Varför är entreprenörer så obegripliga och ändå vad de gör så begripliga?", in: Företagsekonomins frågor, red. Brunsson Nils, Stocklholm: Nordstedts
[51] Johannisson, B. and Rezpasillas, M. 2002, The institutional embeddedness of local inter-networks: a leverage for business creation, Entrepreneurship & Regional Development, 14, 297-315
[52] Jonsson O.; Persson H. and Silbersky U., 2000, Innovativitet och regioner. Företag, processer och politik. Swedish Institute for Regional Research. Rapport 2000: 121
[53] Kärntner Landesregierung 1970, Das ist Kärnten
[54] Kay, Mark J. 2006, Strong Brands and Corporate Brands, European Journal of Marketing, 40, (7/8), 742-760
[55] Kaempten 2010, http://www.kaernten.at/de.aspx/channel/herbst/season/herbst; http://www.kaernten.at/de.aspx/Articles/List/18.08.2009/to/18.08.2010/Essen-Trinken/filter/Essen-Trinken
[56] Keller, K.L.; T. Apéria and M. Georgson 2008, Strategic Brand Management; Essex, UK: Pearson
[57] Keller, K.L and Lehmann D. R. 2003, How Do Brands Create Value? Marketing Management, 12, (3), 26-31
[58] Kinkel S. and Wengel J. 1998, Produktion zwischen Globalisierung und regionaler Vernetzung, in Mitteilungen aus der Produktionsinnovationserhebung, Fraunhofer Institut. Systemtechnik und Innovationsforschung, No 10, April 1998
[59] Kleine Zeitung 2010, http://www.kleinezeitung.at/kaernten/hermagor /hermagor_pressegger_see /1998983/index.do; http://www.kleinezeitung.at/kaernten/hermagor /hermagor_pressegger_ see/1995235/index.do
[60] Kilby, P. 1971, Hunting the Heffalump, in Kilby, P. (ed), Entrepreneurship and Economic Development, New York: Free Press;
[61] Kirzner, I. 1973, Competition and Entrepreneurship, Chicago: University Press
[62] Kleine Zeitung 2010, http://www.kleinezeitung.at/kaernten/hermagor/ hermagor_pressegger _see/1998983/index.do http://www.kleinezeitung.at/kaernten/hermagor /hermagor_pressegger_ see/1995235/index.do
[63] Knight, F. H. 1921, Risk, uncertainty and profit, Boston: Houghton Mifflin
[64] Knight, G. 2000, Entrepreneurship and Marketing Strategy: The SME Under Globalization, Journal of International Marketing, 8, (2), 12-32
[65] Korsgaard, S. 2011, Entrepreneurship as Translation: Understanding entrepreneurial opportunities through actor-network theory, Entrepreneurship & Regional Development, 23, (7-8), 661-680
[66] Lamprinoupoulou C. and Tregear, A. 2006, Agrifood SMEs in Greece: the role of collective action, British Food Journal, 108, (8), 663-676
[67] Landström, Hans 2005, Pioneers in Entrepreneurship and Small Business Research, ISEN, Springer
[68] Landström, H. and Lohrke, F., 2010, Historical Foundations of Entrepreneurship Research. Cheltenham: Edward Elgar Publishing
[69] Laforet, S. and Saunders J. 1999, Managing Brand Portefolios: Why leaders do what they do, Journal of Advertising Research, 39, (1), 51-66
[70] Lebemnsmitteln Kaernten 2010, http://www.lebensmittel-kaernten.at/ download: December 1 2010.
[71] Low, George S. and Ronald A. Fullerton 1994, Brands, Brand Management, and the Brand Manager System: A Critical-Historical Evaluation, Journal of Marketing Research, 31, (May), 173-190
[72] Malecki E. J. 1997, Technology and Economic Development. The development of local, regional and national competitiveness, Harlow: Addison Wesley and Longman
[73] Marian, V and Dimitratos 2004, Emerging Paradigms in International Entrepreneurship. Edwar Elgar Celtenham, UK
[74] Mintzberg H. 1987, Five P’s for Strategy, California Management Review, 30, 11-24
[75] Morris, A, and Paul, G. 1987 The Relationship Between Entrepreneurship and Marketing in Established Firms, Journal of Business Venturing, 2, (3), 247-259
[76] Nikolaou, E.I.; Ierpetritis, D. and Tsagarakis, K.P. 2011, An evaluation of the prospects of green entrepreneurship development using a SWOT analysis, International Journal of Sustainable Developm,ent & World Ecology, 18, (1), 1-16
[77] Noble, Charles 1999, The eclectic roots of strategy implementation research, Journal of Business Research 45, 119–35
[78] OECD Innovation Srategy 2009, Innovation in Firms. A microeconomic Perspective. OECD publishing
[79] Otuteye, E. and Sharma B. 2004, A transaction cost and transformational generative model of aggregate entrepreneurship, The Journal of Entrepreneurship, 13, (2), 153-165
[80] Parker. Simon C. 2007 International Handbook Series on Innovation, Ed by K.R. Polenske Cambridge: Cambridge University Press.
[81] Plus Magazin 2010, http://www.55plusmagazin.net/php/ aria_di_festa__ schinkenfest__in_ san_daniele_zu_ehren_des_schinkens,16971,7473.html
[82] Polenske K.R. Ed 2007, The Economic Geography of Innovation, Cambridge: Cambridge University Press
[83] Porter, M.E., 2003, The Economic Performance of Regions, Regional Studies, 37, (6), 545-546.
[84] Porter, M.E., 1998, Konkurrensstrategi. Tekniker för analyser av branscher och konkurrenter, Göteborg: ISL förlag.
[85] Prosciutto Sandaniele 2010, http://www.prosciuttosandaniele.it/en/consorzio_strumento.html, Download March 29, 2010.
[86] Redlich, Fritz 1964, Der Unterneh¬mer. Schumpeter, J A 1952, Geschichte der ökonomischen Analyse. Band II, 1965.
[87] Regiomarket 2010, http://www.regiomarket.org/index.php?id=40
[88] Reynolds Paul D, Bygrave William D, Autio Errko and Hay Michael, 2002, Global Entrepreneurship Monitor Executive Report, Babson College and London Business School.
[89] Rytkönen, P and Gratzer, K. 2010, "When do trademarks create new markets?: Entrepreneurship, brands and growth – experiences from small scale cheese production in Austria, Spain and Sweden" i Building sustainable rural futures: the added value of systems approaches in times of change and uncertainty; 9th European IFSA Symposium Vienna; Proceedings.
[90] Sandahl, J-U., 2003, Jakten på Entreprenören, Lund: Almquist & Wiksell International;
[91] Say, J.B. 1816, Catechism of Political Economy, London: Sherwood, Neely and Jones
[92] Schumpeter, J.A. 1911, Theorie der wirtschaftlichen Entwicklung. Leipzig: Dunker & Humblot
[93] Schumpeter J.A. 1947a The Creative Response in Economic History, Journal of Economic History, 7, 149-159
[94] Schumpeter J.A. 1947b, Theoretical Problems of Economic Growth
[95] Schumpeter J.A. 1949, Economic Theory and Entrepreneurial History.
[96] Schumpeter J A 1994 "Ekonomisk teori och entreprenörskapets historia" i: Schumpeter. Om skapande förstörelse och entreprenör-skap i urval av R. Swedberg.
[97] Sexton, D.L et al 1986 The Art and Science of Entrepreneurship, Edited by Sexton, D. L. & Smilor R. W.
[98] Shane, S. 2003, A General Theory of Entrepreneurship, The Individual-Opportunity Nexus, Cheltenham: Edward Elgar Publishing;
[99] Shepherd, William G. 1996, The Economics of Industrial Organization. New York, Prentice Hall.
[100] Storey, David, 1994, Understanding the Small Business Sector, London: Routledge
[101] Teresa da Silva, Lopes and Mark Casson 2007, Entrepreneurship, Brands and the Development of Global Business. Working Papers, Centre for globalization Research, No.2 (September)
[102] Vakoufaris, H. 2010, The Impact of Ladotyri Mytilinis PDO cheese on the Rural Development of Lesvos Island, Greece, Local Environment, 15, (1), 27-41
[103] Van Gelder, S. 2004, Global Brand Strategy, Journal of Brand Management, 12, (1), 39-48
[104] Varadarajan, R.; DeFanti, M.P.; Busch, P.S. 2006, Brand Portfolio, Corporate Image, and Reputation: Managing brand deletions, Journal of the Academy of Marketing Science, 34,2, 195-205
[105] Welsch, H 1992, International Entrepre¬neurship and Small Business Bibliography
[106] Werker, C and Athreye S. 2004, Marshall’s Disciples: Knowledge and innovation driving regional economic development and growth, Journal of Evolutionary Economics, 14, 505-523
[107] Woche 2010; For the polenta festival, see http://www.woche.at/noetsch-im-gailtal/kultur/18-polentafest-noetsch-d16104.html, for the bread festival see http://www.woche.at /lesachtal/ kultur/lesachtaler-dorf-und-brotfest-d12372.html.
[108] Von Schwarzfurtner R. 2009, Kärnten schrumpft, weil Zuwanderer ausbleiben and"Österreich wird alt und grau in Kärntner Tageszeitung, October 9. 2009
[109] Wood, L. 2000, Brands and Brand Equity: Definitions and Management, Management Decisions, 38, (9), 662-669
[110] Wright, R. W. and Dana L.-P. 2003 Changing Paradigms of International Entrepreneurship Strategy, Journal of International Entrepreneurship, 1, 135-152
Author Information
  • Sodertorn University, Alfred Nobels Alle 9, 14189 Huddinge, Sweden

  • Sodertorn University, Alfred Nobels Alle 9, 14189 Huddinge, Sweden

Cite This Article
  • APA Style

    Erik A. Borg, Karl Gratzer. (2013). Collective Brand Strategy, Entrepreneurship, and Regional Growth: The Role of a Protected Designation of Origin (PDO). Journal of World Economic Research, 2(3), 26-38. https://doi.org/10.11648/j.jwer.20130203.11

    Copy | Download

    ACS Style

    Erik A. Borg; Karl Gratzer. Collective Brand Strategy, Entrepreneurship, and Regional Growth: The Role of a Protected Designation of Origin (PDO). J. World Econ. Res. 2013, 2(3), 26-38. doi: 10.11648/j.jwer.20130203.11

    Copy | Download

    AMA Style

    Erik A. Borg, Karl Gratzer. Collective Brand Strategy, Entrepreneurship, and Regional Growth: The Role of a Protected Designation of Origin (PDO). J World Econ Res. 2013;2(3):26-38. doi: 10.11648/j.jwer.20130203.11

    Copy | Download

  • @article{10.11648/j.jwer.20130203.11,
      author = {Erik A. Borg and Karl Gratzer},
      title = {Collective Brand Strategy, Entrepreneurship, and Regional Growth: The Role of a Protected Designation of Origin (PDO)},
      journal = {Journal of World Economic Research},
      volume = {2},
      number = {3},
      pages = {26-38},
      doi = {10.11648/j.jwer.20130203.11},
      url = {https://doi.org/10.11648/j.jwer.20130203.11},
      eprint = {https://download.sciencepg.com/pdf/10.11648.j.jwer.20130203.11},
      abstract = {This research aims to interconnect entrepreneurship theories with brand theories. The study analyzes how this can be accomplished in the context of smaller agricultural firms, considering how intellectual property rights can be used strategically in entrepreneurial activities, ultimately creating regional growth. A firm has several options to protect its brands. Producers of similar products within a limited geographical area can protect the shared designated origin. Use of a collective brand, such as Champagne and Roquefort in France or Parmeggiano Reggiano in Italy, has been studied as a strategy to protect products from a given region. In the case analyzed here, a particular Austrian collective brand – Gailtaler Almkäse – was safeguarded within a protected designation of origin (PDO), providing producers a safe haven from which to enhance their collective brand in competitive markets. The PDO registration of the brand represents a central entrepreneurial strategy for manufacturers. To the region where the brands originate, the PDO has become a specific aspect of entrepreneurship that leads regional development.},
     year = {2013}
    }
    

    Copy | Download

  • TY  - JOUR
    T1  - Collective Brand Strategy, Entrepreneurship, and Regional Growth: The Role of a Protected Designation of Origin (PDO)
    AU  - Erik A. Borg
    AU  - Karl Gratzer
    Y1  - 2013/06/30
    PY  - 2013
    N1  - https://doi.org/10.11648/j.jwer.20130203.11
    DO  - 10.11648/j.jwer.20130203.11
    T2  - Journal of World Economic Research
    JF  - Journal of World Economic Research
    JO  - Journal of World Economic Research
    SP  - 26
    EP  - 38
    PB  - Science Publishing Group
    SN  - 2328-7748
    UR  - https://doi.org/10.11648/j.jwer.20130203.11
    AB  - This research aims to interconnect entrepreneurship theories with brand theories. The study analyzes how this can be accomplished in the context of smaller agricultural firms, considering how intellectual property rights can be used strategically in entrepreneurial activities, ultimately creating regional growth. A firm has several options to protect its brands. Producers of similar products within a limited geographical area can protect the shared designated origin. Use of a collective brand, such as Champagne and Roquefort in France or Parmeggiano Reggiano in Italy, has been studied as a strategy to protect products from a given region. In the case analyzed here, a particular Austrian collective brand – Gailtaler Almkäse – was safeguarded within a protected designation of origin (PDO), providing producers a safe haven from which to enhance their collective brand in competitive markets. The PDO registration of the brand represents a central entrepreneurial strategy for manufacturers. To the region where the brands originate, the PDO has become a specific aspect of entrepreneurship that leads regional development.
    VL  - 2
    IS  - 3
    ER  - 

    Copy | Download

  • Sections