@article{Banterle:57978,
      recid = {57978},
      author = {Banterle, Alessandro and Cavaliere, Alessia and Stranieri,  Stefanella and Carraresi, Laura},
      title = {Marketing management capabilities and price setting: An  empirical analysis in the EU traditional food sector},
      address = {2009},
      number = {698-2016-47856},
      pages = {13},
      year = {2009},
      abstract = {In the EU, small and medium sized enterprises (SMEs),  which constitute the majority of firms in the  food
industry, are fighting for survival as they face  growing market competition from large firms (Knight, 2000).  On the
other hand, market opportunities for SMEs are  connected to the evolution of consumer preferences toward  food
quality, especially for traditional food products  (O’Reilly and Haines, 2004). To profit from such  opportunities SMEs
need to adapt their strategies,  focussing on consumer requirements and improving their  marketing activities. The
purpose of this paper is to  evaluate the marketing capabilities of SMEs producing  traditional food products.
Following the theoretical  approach of Market Orientation (Kara et al., 2005; Jaworski  and Kohli, 1993), our analysis
is based on an assessment of  the marketing management process (Kotler, 2004). The  methodology refers to a survey
made by a questionnaire  published on the web, and a sample of 371 firms coming from  Belgium, Italy, Spain, the
Czech Republic, and Hungary.  Cluster analysis was applied to find different levels of  the firms’ market orientation.
Moreover we used an ordinal  regression model to explain the relationships between the  ability of firms to influence
the price and the variables  affecting marketing management capability. The results  revealed a certain lack of
appropriate skills in the  analysed firms’ marketing management, confirming literature  evidence concerning SMEs.
Nevertheless, cluster analysis  outlined a group of firms that represent 40% of the sample,  and these have good
marketing capabilities and are market  oriented. In addition, the firms show poor ability to  influence price.},
      url = {http://ageconsearch.umn.edu/record/57978},
      doi = {https://doi.org/10.22004/ag.econ.57978},
}