| In the EU, small and medium sized enterprises (SMEs), which constitute the majority of firms in the food industry, are fighting for survival as they face growing market competition from large firms (Knight, 2000). On the other hand, market opportunities for SMEs are connected to the evolution of consumer preferences toward food quality, especially for traditional food products (O’Reilly and Haines, 2004). To profit from such opportunities SMEs need to adapt their strategies, focussing on consumer requirements and improving their marketing activities. The purpose of this paper is to evaluate the marketing capabilities of SMEs producing traditional food products. Following the theoretical approach of Market Orientation (Kara et al., 2005; Jaworski and Kohli,... |
