IDEAS home Printed from https://ideas.repec.org/p/ags/iefi10/100589.html
   My bibliography  Save this paper

The Relationship between Innovation and Marketing in SMEs in the EU Food Sector

Author

Listed:
  • Banterle, Alessandro
  • Cavaliere, Alessia
  • Stranieri, Stefanella
  • Carraresi, Laura

Abstract

In the EU market small and medium sized enterprises (SMEs) represent the greater part of the food industry, specially with regard to traditional food products (TFPs). However, the growth of competition, connected mainly to globalisation, is making it very difficult for SMEs to survive. On the other hand, market opportunities for SMEs are connected to the evolution of consumer preferences toward food quality. To profit from such opportunities and to survive on the market, SMEs need to adapt their strategies, focusing on innovation aspects in order to meet consumer requirements and to compete on the market. The literature shows that firms’ market orientation and marketing capabilities are very important for innovation in food industries to guarantee that innovation reflects market needs. The purpose of this paper is to analyse the relationship between the level of firm innovativeness and the different stages of marketing management process, in order to understand if good results in marketing management can affect firm innovation. An interactive questionnaire available on the web has been used for the data collection, with the aim of evaluating SME marketing management capabilities and innovation development. The survey was conducted on 468 EU country SMEs producing TFPs. Linear Regression was run to assess the link between marketing activities and the level of firm innovation. Our empirical analysis reveals that SME marketing management capabilities show significant and positive relationships with a firm’s innovation. This aspect reinforces our assumptions on the strategic role of marketing activities on a firm’s capacity to understand consumer needs, and thus its need to be innovative and market oriented.

Suggested Citation

  • Banterle, Alessandro & Cavaliere, Alessia & Stranieri, Stefanella & Carraresi, Laura, 2010. "The Relationship between Innovation and Marketing in SMEs in the EU Food Sector," 2010 Internatonal European Forum, February 8-12, 2010, Innsbruck-Igls, Austria 100589, International European Forum on Innovation and System Dynamics in Food Networks.
  • Handle: RePEc:ags:iefi10:100589
    as

    Download full text from publisher

    File URL: http://purl.umn.edu/100589
    Download Restriction: no

    References listed on IDEAS

    as
    1. 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. 3.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    traditional food products; innovation; marketing management capabilities; linear regression model; Agribusiness; Agricultural and Food Policy; Farm Management; Food Consumption/Nutrition/Food Safety; Marketing; Production Economics; Research Methods/ Statistical Methods; 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

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:iefi10:100589. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: http://www.fooddynamics.org/ .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.