| Small and medium-sized enterprises (SMEs) are fighting for survival due to globalization, growing competition with big retailers, and strategies adopted by large industrial companies. Difficulties in pricing are also revealed in the literature. Therefore, appropriate activity is needed to be more a price maker than a taker, and to reach a better market power. On the other hand, market opportunities for SMEs are related to demand evolution toward food quality and traditional food products. To profit by such opportunities, SMEs need to focus on consumer requirements, by differentiating their products. In this way, firms could apply a premium price that justifies the peculiar value of the product, and that the consumer should be willing to pay. Nonetheless,... |
