This paper summarizes the main findings of the GLAMUR project which starts with an apparently simple question: is “local” more sustainable than “global”? Sustainability assessment is framed within a post-normal science perspective, advocating the integration of public deliberation and scientific research. The assessment spans 39 local, intermediate and global supply chain case studies across different commodities and countries. Assessment criteria cover environmental, economic, social, health and ethical sustainability dimensions. A closer view of the food system demonstrates a highly dynamic local–global continuum where actors, while adapting to a changing environment, establish multiple relations and animate several chain configurations. The evidence suggests caution when comparing “local” and “global” chains, especially when using the outcomes of the comparison in decision-making. Supply chains are analytical constructs that necessarily—and arbitrarily—are confined by system boundaries, isolating a set of elements from an interconnected whole. Even consolidated approaches, such as Life Cycle Assessment (LCA), assess only a part of sustainability attributes, and the interpretation may be controversial. Many sustainability attributes are not yet measurable and “hard” methodologies need to be complemented by “soft” methodologies which are at least able to identify critical issues and trade-offs. Aware of these limitations, our research shows that comparing local and global chains, with the necessary caution, can help overcome a priori positions that so far have characterized the debate between “localists” and “globalists”. At firm level, comparison between “local” and “global” chains could be useful to identify best practices, benchmarks, critical points, and errors to avoid. As sustainability is not a status to achieve, but a never-ending process, comparison and deliberation can be the basis of a “reflexive governance” of food chains.

Purpose: – The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is accomplished via research on a particular case (socialist era brands in Croatia and Serbia). Design/methodology/approach: – A total of 12 focus groups, cutting across two countries (Croatia and Serbia) and three age groups (18-21, 35-45, pensioners), were conducted. The contemporary brand images of labels from the socialist era were compared against competing products (launched in the post-socialist period by local manufacturers and those from transnational companies). Findings: – Analysis revealed significant differences in the image of the socialist era brands between their home and foreign markets. Variations are linked to a cultural context of newly (re)emerging states with high ethnocentrism, animosity and uneasy political relationships. Transnational brands, however, appear immune to much consumer ethnocentrism. Research limitations/implications: – Firms from the region face significant barriers to creating standardised brand images across the successor states of the Socijalistička Federativna Republika Jugoslavija. While strong in their home markets, the socialist era brands are rarely suitable platforms for international market entry in the region. The dangers of conflating “Western” with foreign in international branding research are documented. Originality/value: – The case illustrates the role qualitative research can play in understanding variations in perceived brand image across international markets. It evaluates the utility of Kapferer’s approach to brand identity. The concept of origin hierarchies is introduced and the inadequacies of international marketing research that relies on a simple domestic versus foreign dichotomy are documented.

Agricultural loans present unutilized bank credit market segment in Serbia. This is not only missed profit opportunity for banks, but also serious deficiency that slows down the development of agriculture and rural areas. Paper uses FADN, NBS and bank balance sheet data in order to analyse supply and demand side of this credit market segment, with the aim to better understand the conditions for its development. Paper recommends better education of producers and lenders. Banks should better understand the requirements of agricultural producers and risks of the production to be able to create tailored credits. Insurance has very important role in specific risk hedging and can facilitate agricultural loans. There is also a need to adjust the conditions for obtaining subsidized loans, while the land size is considered as a key prerequisite for obtaining loans in the situation of large fragmentation of properties.

We study the effect of a set of food quality scheme (FQS) products within the local economy using a local multiplier approach based on LM3 methodology. To evaluate the effective contribution within the local area, we compare each FQS product with its equivalent standard/conventional counterpart. Local multiplier allows us to track the financial flows converging within the local area at the different levels of the supply chain so that we can measure the FQS product role in local economic activation. Overall, the FQS products exhibit a higher positive contribution to the local economy than the standard references. However, there is significant heterogeneity in the impact according to the product categories. In the case of vegetal products, the local economic advantage due to FQS is 7% higher than the reference products, but the statistical tests reject the null hypothesis that the medians are significantly different from zero. On the contrary, animal products exhibit a larger contribution of FQS than the standard counterparts (+24%). The PGI products (+25%) produce the major effect, while PDO products show a median difference lower (+6%). The organic and non-organic products seem to be substantially equivalent in terms of contribution to the local economy, due to the similarity in the downstream processing phase.