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Abstract
The purpose of this study is to identify differences in generic strategies and
performance among organizations within the food sector in Greece. Data
from a survey of 61 organizations in Northern Greece are analyzed with the
help of factor analysis, one-way ANOVA, and multiple linear regression.
Factor analysis reveals the existence of four generic strategies consistent
with Porter’s (1980) framework. The findings suggest that in Greece private
food firms (investor-owned firms, or IOFs) and agricultural cooperatives
follow different generic strategies. Private firms emphasize differentiationbased
strategies, whereas agricultural cooperatives show greater proclivity
for the low-cost focus strategy. Two of the four generic strategies (the lowcost
strategy and the differentiation focus strategy) improve organizational
performance within the food sector for both organizational types. This is the
first Greek survey on strategy contrasting private food-sector firms (IOFs)
with agricultural cooperatives. A central message is that cooperatives, unlike
private firms, sustain a more conservative attitude revealing traditional
preference for low cost. The findings of this study will help practitioners and
policy-makers to advance their knowledge of how organizations establish
competitive advantage within the food sector of a European country.