Network business and brand strategy in the food supply chain: the case of the Plain of Fucino

This work aims to analyze the role of network business and agglomeration economies in the agribusiness, emphasizing how an integrated marketing strategy generates benefits to entrepreneurs, to the supply chain, to the internal and external stakeholders, increasing the bargaining power of businesses and improving their competitiveness. The analysis focuses on the agri-food businesses in the Plain of Fucino, proceeding with Swot Analysis, and measuring the most significant limitations -in terms of corporate culture, size of company, logistics and distribution capabilities, market dimension, seasonal nature of the work- and presuming marketing strategies aimed at overcoming these limits and at the creation of a competitive system.