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Competitiveness And Advertising In Greek Food And Beverage Manufacturing Firms

In: Marketing And Management Sciences

Author

Listed:
  • OURANIA NOTTA

    (Department of Farm Management, Technological Educational Institute of Thessaloniki, Greece)

  • ASPASSIA VLACHVEI

    (Department of International Trade, Technological Educational Institute of Western Macedonia, Greece)

Abstract

This paper examines the impact of total and television advertising on firms' competitiveness of Greek food and beverage manufacturing firms. According to earlier agribusiness competitiveness studies, two concepts that can be used to measure and monitor agribusiness competitiveness are profitability and market share. A model consisting of profitability, market share and total and television advertising has been specified. Two stage least-squares results show that there are two-way relationships between total and television advertising on one side and competitiveness measures on the other side. Total and television adverting affect both profitability and market share but also is affected by both these variables.

Suggested Citation

  • Ourania Notta & Aspassia Vlachvei, 2010. "Competitiveness And Advertising In Greek Food And Beverage Manufacturing Firms," World Scientific Book Chapters, in: Damianos P Sakas & Nikolaos Konstantopoulos (ed.),Marketing And Management Sciences, chapter 26, pages 140-146, World Scientific Publishing Co. Pte. Ltd..
  • Handle: RePEc:wsi:wschap:9781848165106_0026
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    Keywords

    Management; Organizational Behavior; Marketing; Negotiation; Dynamic Models; International Business; Strategic Business; Human Resource;

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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