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An Innovative Tool to Assess Marketing Capabilities of Traditional Producers within the European Food Industry

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  • Banterle, Alessandro
  • Carraresi, Laura
  • Stranieri, Stefanella

Abstract

The 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.

Suggested Citation

  • Banterle, Alessandro & Carraresi, Laura & Stranieri, Stefanella, 2008. "An Innovative Tool to Assess Marketing Capabilities of Traditional Producers within the European Food Industry," 110th Seminar, February 18-22, 2008, Innsbruck-Igls, Austria 49769, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eea110:49769
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    File URL: http://purl.umn.edu/49769
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    Cited by:

    1. Barjolle, Dominique & Brecic, Ruzica & Cerjak, Marija & Giraud, Georges, 2015. "Traditional Food in Western Balkan Countries Consumers’ Perceptions and Habits," 145th Seminar, April 14-15, 2015, Parma, Italy 200233, European Association of Agricultural Economists.
    2. 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.

    More about this item

    Keywords

    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;

    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; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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