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The purpose of this paper is to assess the marketing management capabilities of SMEsproducing traditional food products in EU throughout the development of a benchmarking tool.SMEs represent the greater part of European food firms and they find it very difficult to adaptto market changes, and to compete with big enterprises. In this context, marketing managementplays a key role in good SMEs performances in the market. The benchmarking tool, utilised toassess marketing capabilities, is aimed at improving critical points in the marketing area oftraditional food firms by following the example of the best ones. This method is developed inthe innovative form of an interactive questionnaire published on the Web. At the moment thesample is composed by 60 firms located in three member states (Belgium, Italy, and Hungary)producing traditional food products belonging to five sectors (cheese, beer, dry ham, sausageand white pepper). The data were analysed with cluster analysis. Results show that the majorityof firms is weak in marketing research, and also the marketing strategy is not well developed.On the other hand, stronger performance is shown in innovation. Related to the size and production,generally, micro sized firms perform worse than small and medium enterprises, and theproduction of PDO-PGI products affects positively the marketing capabilities.

Keywords: marketing capabilities ; traditional food ; benchmarking ; cluster analysis

Editor(s): Fritz, Melanie

Rickert, Ursula

Schiefer, Gerhard

Subject(s): Agribusiness

Agricultural and Food Policy

Farm Management

Food Consumption/Nutrition/Food Safety

Industrial Organization

Issue Date: 2008-10

Publication Type: Conference Paper/ Presentation

DOI and Other Identifiers: ISBN 978-3-932887-96-3 (Other)

PURL Identifier: Page range: 43-52

Total Pages: 10

JEL Codes: L25; L66; M31; Q13

Series Statement: proceedings

Record appears in: European Association of Agricultural Economists (EAAE) > 110th Seminar, February 18-22, 2008, Innsbruck-Igls, Austria

Autor: Banterle, Alessandro ; Carraresi, Laura ; Stranieri, Stefanella


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