title: Reducing Information Gap and Increasing Market Orientation in the Agribusiness Sector: Some Evidences from Apulia Region.
abstract: BACKGROUND
  Market orientation plays a crucial role in reinforcing firm's competitive advantage; nevertheless, marketing myopia can negatively affect a clear perception of the market.
  
  
  METHODS
  An organization that defines itself by product rather than by market terms is probably affected by marketing myopia, a narrowness of mind towards any newness - newness respect to firms' convincement and routines - coming from the external environment. In that context some scientific relevant developments that comes from recent patents have been considered. This paper explores the determinants of marketing myopia in the Apulia wine business (South Italy).
  
  
  RESULTS
  The aim of this paper is to describe how experiential research based on Consumer Science research tools, can facilitate a better market knowledge. Experimental sessions carried out in 2013 in Apulia with a group of professionals from the oil and wine sectors clearly demonstrate how country of origin effect can improve marketing myopia.
  
  
  CONCLUSIONS
  Through a protocol based on an "academicians - practitioners" model, professionals can be facilitated in their strategy formulation.
authors.forename: Francesco
authors.initials: F
authors.lastname: Contò
authors.affiliation: Università San Raffaele, Faculty of Agriculture, Via Val Cannuta 247 -Rome, Italy. santini.cristina@gmail.com.
authors.forename: Cristina
authors.initials: C
authors.lastname: Santini
authors.forename: Piermichele
authors.initials: P
authors.lastname: La Sala
authors.forename: Mariantonietta
authors.initials: M
authors.lastname: Fiore
mesh_terms: D000383:Agriculture / Q000191:economics* / Q000379:methods*; D003132:Commerce; D030881:Disclosure; D007558:Italy; D018803:Models, Economic; D014920:Wine / Q000191:economics*