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Re-thinking Street Food Marketing in COVID-19 Pandemic Period. “Pescaria” as Pilot Case Study

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Advances in National Brand and Private Label Marketing (NB-PL 2021)

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Abstract

The paper examines the role of “marketing agility approach” for managing street food marketing in the COVID-19 pandemic period, adopting offline and online practices to sustain competitive advantage in a turbulent scenario. In particular, the work analyses the marketing strategies related to the point of sales and social media marketing practices to create customer engagement and to co-design a new hybrid customer experience. To validate these research statements, we identify a pilot case study in Italian context: the case of Pescaria. This is a valuable company in the street food industry to provide take-away food fisher products related to Apulia fishing cultural values. The main findings of the explorative study put in evidence that the competitive advantage is based on agile marketing capabilities for supporting point of sales management using social media practices to encourage hybrid customers engaged in Pescaria’s world.

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Authors and Affiliations

  1. Parthenope University of Naples, Naples, Italy

    Marcello Risitano & Giuseppe La Ragione

Authors
  1. Marcello Risitano
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  2. Giuseppe La Ragione
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Correspondence to Marcello Risitano .

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Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Department of Economics and Business, University of Almería, La Cañada de San Urbano, Almería, Spain

    Juan Carlos Gázquez-Abad

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Risitano, M., La Ragione, G. (2021). Re-thinking Street Food Marketing in COVID-19 Pandemic Period. “Pescaria” as Pilot Case Study. In: Martínez-López, F.J., Gázquez-Abad, J.C. (eds) Advances in National Brand and Private Label Marketing. NB-PL 2021. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-76935-2_8

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