An Innovative Tool to Assess Marketing Capabilities of Traditional Producers within the European Food Industry
AbstractThe purpose of this paper is to assess the marketing management capabilities of SMEs producing traditional food products in EU throughout the development of a benchmarking 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 plays a key role in good SMEs performances in the market. The benchmarking tool, utilised to assess marketing capabilities, is aimed at improving critical points in the marketing area of traditional food firms by following the example of the best ones. This method is developed in the innovative form of an interactive questionnaire published on the Web. At the moment the sample is composed by 60 firms located in three member states (Belgium, Italy, and Hungary) producing traditional food products belonging to five sectors (cheese, beer, dry ham, sausage and white pepper). The data were analysed with cluster analysis. Results show that the majority of firms is weak in marketing research, and also the marketing strategy is not well developed. On the other hand, stronger performance is shown in innovation. Related to the size and production, generally, micro sized firms perform worse than small and medium enterprises, and the production of PDO-PGI products affects positively the marketing capabilities.
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Bibliographic InfoPaper provided by European Association of Agricultural Economists in its series 110th Seminar, February 18-22, 2008, Innsbruck-Igls, Austria with number 49769.
Date of creation: Oct 2008
Date of revision:
marketing capabilities; traditional food; benchmarking; cluster analysis; Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety; Industrial Organization; L25; L66; M31; Q13;
Find related papers by JEL classification:
- L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
- L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
This paper has been announced in the following NEP Reports:
- NEP-ALL-2009-06-10 (All new papers)
- NEP-CSE-2009-06-10 (Economics of Strategic Management)
- NEP-EEC-2009-06-10 (European Economics)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- El-Agraa,Ali (ed.), 2007. "The European Union," Cambridge Books, Cambridge University Press, number 9780521874434, December.
- Banterle, Alessandro & Carraresi, Laura & Stranieri, Stefanella, 2008. "Marketing management capabilities of SMEs: an empirical analysis in the EU," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44318, European Association of Agricultural Economists.
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