The Country of Origin Effect: a condition to attain Viable Territory Systemic Survival : research in Southern Italy

Purpose - For the last decade, studies on the management of the region (‘territory’) have focused on a scientific approach that evaluates the territory, from a holistic perspective, as a viable system that survives thanks to the ability of those forces that govern it to create dyadic relationships (structural coherence or consonance) with the supra-systems of reference. On the basis of this methodological approach the present study proposes research into the perception that some people/stakeholders have about territory and product place-oforigin. Methodology - The research was tested at two events, organized in a small area of Southern Italy. Research goals were to discover and analyze those factors that might influence perception of the locality, the level of Country of Origin effect, related to the consumption of local products. The method used is explorative quantitative research, performed by means of a semi-structured questionnaire and analyzed in a multidimensional approach, helpful in designing the user profile of the territory. Practical implications - The paper provides some implications about both the theoretical studies on the management of the territory and the practical considerations on the constant role of perceptive analysis into territorial behaviour with the supra-systems sufficient to attain consonance and to survive.