Global Marketing Strategy: Diffusion of the Italian Slow Food Movement in Japan

The purpose of this research is to understand how the Italian image held by consumers in Japan may influence the diffusion of the Slow Food Movement.

In chapter one this study presents the research background, raises the Research Question and structure. By using the Marketing theoretical frameworks it argues how consumers in Japan perceive the Slow Food Movement.

Chapter two reviews the existing researches in order to construct the hypothesis of this study. First, the Slow Food movement, its history, purposes, practical activities, internationalization process and the new trends inspired by the Movement are reviewed. Secondly, the study points out the influence of mass media on consumer perception on products. Thirdly, the Italian image in Japan is studied in a more specific way, taking into account the characteristics of consumers in Japan, their desire towards the West and Western people and their practical perception of Italy, the Italian cuisine and Italian people. The hypothesis of this study is that the Slow Food movement is presented to and perceived by consumers in Japan as a new trend concerning the Italian food.

In chapter three, the methodology of the study is explained. Three surveys are presented, held throughout different modalities: the first one consists in the interview to Carlo Petrini, the founder of Slow Food, to investigate about the way the movement is diffusing its message, facing communication difficulties. In order to study Slow Food marketing campaign, representative members have been interviewed, too. The aim of the second one is to examine media influence in promoting the association, throughout the analysis of journal articles edited by the Asahi Shinbun. The third one will be an internet survey proposed to people in Japan in order to understand their position and feelings towards the West and Western people, their knowledge of the Slow Food movement, their perception about Italy and the consequence the relationship between this factors could have in the marketing sphere.

Chapter four analyzes the data gathered. In chapter five the study explains the findings. Even if Slow Food is a movement born in Italy, its message aims to be applicable at the global level; but the image held by consumers in Japan towards this country could influence the perception of the original message, leading to perceiving it as a new trend concerning Italian food. The study also argues the theoretical and practical implications and the limitations of this research.