publication . Article . 2009

EUROPEAN TRADITIONAL FOOD PRODUCERS AND MARKETING CAPABILITIES: AN APPLICATION OF MARKETING MANAGEMENT PROCESS

Banterle, Alessandro; Cavaliere, Alessia; Stranieri, Stefanella; Carraresi, Laura;
Open Access
  • Published: 01 Jan 2009
Abstract
The purpose of this paper is to evaluate the marketing management capabilities of SMEs producing traditional food products, in order to analyse the market orientation of SMEs in the food industry. Following the theoretical approach of Market Orientation, our analysis is based on an assessment of the marketing management process. The methodology refers to a survey developed through a questionnaire published on the web, and a sample of 371 firms based in Belgium, Italy, Spain, the Czech Republic and Hungary was used in the analysis. Cluster analysis was applied to find the different levels of market orientation of the firms. The results revealed a certain lack of ...
Subjects
free text keywords: marketing management capabilities, SMEs, traditional products, food sector, Agricultural and Food Policy, Marketing,
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