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| Banterle, Alessandro; Carraresi, Laura; Stranieri, Stefanella. |
| The purpose of this paper is to assess the marketing management capabilities of SMEs producing traditional food products in EU through the development of a self‐evaluation tool. SMEs represent the greater part of European food firms and they find it very difficult to adapt to market changes, and to compete with big enterprises. In this context, marketing management capabilities play a key role in good SME performance in the market. The self-evaluation tool is developed in the innovative form of an interactive questionnaire published on the web. At the moment, the sample is composed by 60 traditional food producers located in three member states (Belgium, Italy, and Hungary) belonging to different sectors (cheese, beer, dry ham, sausage and white pepper).... |
| Tipo: Journal Article |
Palavras-chave: Marketing capabilities; Traditional food; SMEs; Cluster analysis; Food Consumption/Nutrition/Food Safety; Marketing; Research Methods/ Statistical Methods. |
| Ano: 2010 |
URL: http://purl.umn.edu/97226 |
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| Banterle, Alessandro; Cavaliere, Alessia; Stranieri, Stefanella; Carraresi, Laura. |
| 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,... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Traditional food products; Marketing capabilities; Ordinal regression model.; Marketing. |
| Ano: 2009 |
URL: http://purl.umn.edu/57978 |
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| Banterle, Alessandro; Carraresi, Laura; Stranieri, Stefanella. |
| SMEs, that represent the greater part of European food firms producing traditional food products (TFPs), meet difficulties in adapting their strategies to market changes, and in competing with big enterprises. Marketing management capabilities play a key role in good SMEs performance in the market. The purpose of this paper is to evaluate the marketing capabilities of SMEs that produce TFPs. The theoretical framework considers the Market Orientation approach and marketing management capabilities in terms of marketing research, marketing strategy, planning and implementation, control and evaluation. A self evaluation tool was developed by means of an interactive questionnaire, available on the web, aimed at assessing traditional food firms competitive... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Marketing capabilities; SMEs; Traditional food; Linear regression; Agribusiness; Marketing. |
| Ano: 2008 |
URL: http://purl.umn.edu/44318 |
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