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Innovativeness in food small business: What is its relationship with marketing?

Author

Listed:
  • Alessandro BANTERLE

    (Department of Agricultural, Food and Environmental Economics, University of Milan, Milan, Italy)

  • Alessia CAVALIERE

    (Department of Agricultural, Food and Environmental Economics, University of Milan, Milan, Italy)

  • Laura CARRARESI

    (Department of Agricultural, Food and Environmental Economics, University of Milan, Milan, Italy)

  • Stefanella STRANIERI

    (Department of Agricultural, Food and Environmental Economics, University of Milan, Milan, Italy)

Abstract

Small businesses often do not have a sufficient capacity to put the appropriate R&D activities into action. Nevertheless, they are able to be innovative towards their products, processes, distribution channels, and geographical markets. Therefore, even for small and medium-sized enterprises (SMEs), the level of innovativeness can be high. The literature shows that the firm marketing capabilities are very important for innovation in the food industry, to guarantee that innovation reflects the market needs. The purpose of this paper is to analyse the relationship between the level of firm innovativeness and different steps of the marketing management process, to understand if good marketing capabilities can affect the firm innovativeness. An interactive questionnaire available on the web was used for the data collection. The survey was conducted on 468 European SMEs. Linear Regression was run to assess the link between marketing activities and the level of firm innovativeness. Our empirical analysis reveals that the SME marketing capabilities show significant and positive relationships with firm innovativeness.

Suggested Citation

  • Alessandro BANTERLE & Alessia CAVALIERE & Laura CARRARESI & Stefanella STRANIERI, 2011. "Innovativeness in food small business: What is its relationship with marketing?," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 57(10), pages 474-483.
    • Handle: RePEc:caa:jnlage:v:57:y:2011:i:10:id:185-2010-agricecon
    DOI: 10.17221/185/2010-AGRICECON
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    References listed on IDEAS

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    1. Banterle, Alessandro & Carraresi, Laura & Stranieri, Stefanella, 2010. "Small Business Marketing Capability in the Food Sector: The Cases of Belgium, Hungary and Italy," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 1(2), pages 1-9.
    2. de Jong, Jeroen P.J. & Marsili, Orietta, 2006. "The fruit flies of innovations: A taxonomy of innovative small firms," Research Policy, Elsevier, vol. 35(2), pages 213-229, March.
    3. Banterle, Alessandro & Cavaliere, Alessia & Stranieri, Stefanella & Carraresi, Laura, 2009. "European Traditional Food Producers And Marketing Capabilities: An Application Of Marketing Management Process," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 5(5-6), pages 1-6.
    4. Atuahene-Gima, Kwaku, 1996. "Market orientation and innovation," Journal of Business Research, Elsevier, vol. 35(2), pages 93-103, February.
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