Marketing management capabilities of SMEs : an empirical analysis in the EU
Contributo in Atti di convegno
Data di Pubblicazione:
2008
Citazione:
Marketing management capabilities of SMEs : an empirical analysis in the EU / A. Banterle, L. Carraresi, S. Stranieri - In: Perspectives of traditional food supply chains on the European market / [a cura di] A. Banterle, X. Gellynck. - [s.l] : Aracne Editrice, 2008. - ISBN 9788854818910. (( convegno People, Food and Environments : Global Trends and European Strategies tenutosi a Gent (Belgium) nel 2008.
Abstract:
SMEs, that represent the greater part of European food firms producing traditional food products (TFPs), meet difficulties in adapting their strategies to market changes, and in competing with big enterprises. Marketing management capabilities play a key role in good SMEs performance in the market. The purpose of this paper is to evaluate the marketing capabilities of SMEs that produce TFPs. The theoretical framework considers the Market Orientation approach and marketing management capabilities in terms of marketing research, marketing strategy, planning and implementation, control and evaluation. A self evaluation tool was developed by means of an interactive questionnaire, available on the web, aimed at assessing traditional food firms competitive position in the marketing area. The sample consists of 112 Italian firms. Descriptive analysis shows that the most problematic dimensions of the marketing management are planning and implementation and control and evaluation. Moreover, the firms’ size is not a relevant feature to determine the marketing capabilities, whereas quality voluntary certifications have a direct linkage with marketing capabilities, as the more a firm is certified the more it improves its marketing performance. Linear Regression model confirms these results.
Tipologia IRIS:
03 - Contributo in volume
Keywords:
Marketing capabilities ; SMEs ; traditional food ; linear regression
Elenco autori:
A. Banterle, L. Carraresi, S. Stranieri
Link alla scheda completa:
Titolo del libro:
Perspectives of traditional food supply chains on the European market