Corporate positioning strategies between storytelling and Blockchain: the Trusty case.

This thesis analyses the blockchain technology and its different uses in various fields. In particular, it examines the application of this technology in the agri-food sector by focusing on the case of Trusty, a start-up platform operating in the food supply chain traceability sector. From a strategic marketing perspective, this study addresses the main challenges related to how to communicate the benefits of implementing Blockchain in organisations. Thus, it explores the strategies developed by Trusty to: • explain the importance and the ways of using Blockchain; • promote the platform and its features; • affirm its positioning in the target market. The case study remarks the importance of corporate storytelling and social media marketing: 1) to increase collective awareness on the importance of food supply chain digitalization in terms of efficiency, time savings and coordination between various organizational actors; 2) to enhance customers trust towards Blockchain-driven innovations, based on a transparent traceability and product information sharing.