Food & beverage intertype competition

Abstract: Over the past decade dramatic changes have occurred in the definition of industry boundaries, as far as competition is concerned. It can be observed how several once separated sectors have merged, as it is the case of ICT and entertainment. When barriers are lifted and boundaries blur, the “industry” as an analythical cathegory is questioned, not in its overall validity, but as far as the redefinition of its boundaries is concerned. This paper focuses on another phenomenon that is currently questioning the definition of industry boundaries: the emerging intertype competition, i.e. competition among companies belonging to separate and non-converging sectors, driven by greater opportunites for growth. Two types of intertype competition are examined and discussed with specific reference to retailing and vertical relationships. The paper then moves on to explore intertype competition in the “out-ofhome” consumption market, with a focus on the European – and Italian – arenas.