Firms’ Strategies and Voluntary Traceability
An Empirical Analysis in Italian Food Chains

Area 07 – Scienze agrarie e veterinarie

In international food markets, voluntary traceability systems have increased their role in guaranteeing high safety and quality standards for the consumer. Such systems are also among the strategies firms employ to differentiate products and strengthen competitive advantage in both the national and international market. Voluntary traceability has significant implications on the organisation of economic relationships within food supply chains. This paper focuses on this aspect and analyses the effects of voluntary traceability on vertical co-ordination using a transaction cost perspective. The analysis makes reference to the Italian situation where the national standard organisation has introduced standard rules for voluntary traceability (UNI 10939; ISO 22005 at the international level). A survey was conducted by questionnaire to assess changes in transaction key factors (degree of asset specificity, uncertainty and frequency) and transaction costs after the introduction of voluntary traceability. The sample represents all Italian firms certified UNI 10939, and consists of 190 firms. Respondents are 146. Factorial and Cluster Analyses were applied to highlight groups of firms with similar features. The empirical results reveal four different clusters in terms of a vertical reorganisation of transactions.Stefanella Stranieri is lecturer in the Department of Agricultural, Food and Environmental Economics at University of Milan. Teaching commitments include Food firms management at University of Milan and Agri-food economics at University of Brescia.Alessandro Banterle is associate professor in the Department of Agricultural, Food and Environmental Economics at University of Milan. Teaching commitments include Food Safety and Quality Economics at University of Milan and Agricultural Policy at University of Brescia.

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