Food SMEs Face Increasing Competition in the EU Market: Marketing Management Capability Is a Tool for Becoming a Price Maker

Banterle, Alessandro; Cavaliere, Alessia; Carraresi, Laura; Stranieri, Stefanella

doi:10.1002/agr.21354

Cited by 32 publications

(22 citation statements)

References 39 publications

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“…Jayasinghe-Mudalige and Henson (2007) identified three different groups of them, namely: "market-based", "regulatory" and "liability" incentives. The first category refers to all the drivers which have a direct or indirect relation with firm's performance (Banterle et al, 2014). Incentives such as costs and profits for standard investment, human resource efficiency, production efficiency, the maintenance or enhancement of firm reputation, and commercial pressure were grouped in this category.…”

Section: Incentives and Voluntary Traceability Standardsmentioning

confidence: 99%

Voluntary traceability standards and the role of economic incentives

Stranieri

Cavaliere

Banterle

2016

British Food Journal

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Purpose The proliferation of traceability standards shed light on the understanding of the mechanisms leading agri-food firms to choose among different kind of rules and systems for their implementation. The present paper investigates the role of firms economic incentives on the adoption of different traceability systems. In specific, the analysis aims at segmenting food firms on the basis of economic incentives for the adoption of voluntary traceability and the levels of the system complexity implemented. Design/methodology/approach A survey based on an ad hoc questionnaire was conducted in 2014 on a sample of firms certified ISO 22005/2008. Cluster analysis was run for the analysis and one-way ANOVA was used to confirm differences among clusters. Findings The analysis presents three different clusters in terms of economic incentives for voluntary traceability and the level of systems complexity implemented. All the clusters reveal that supply chain incentives play a key role. Moreover, ‘fine traceability’ clusters firms with high level of traceability. They consider food safety as an important incentive to adopt a voluntary standard. ‘Medium traceability’ groups firms with an average level of traceability system complexity. The interviewed consider the firm reputation as strategic driver for voluntary standard implementation. The cluster ‘coarse traceability’ groups firms which introduced traceability for quality differentiation of products on the market. These firms implemented a low level of traceability system complexity. Research limitations/implications The paper presents some limitations due to the sample dimension. Future research is oriented to test such results on an extended sample and to analyse the relationships between the traceability system implemented and the different kind of economic incentives for traceability standards. Originality/value The present paper offers two main contributions. From a conceptual point of view it tries to deepen existing knowledge on the mechanisms regulating the existence of different traceability standards. From a managerial point of view, the analysis contributes in the understanding of firm strategies in relation to the adoption of different traceability systems. Such results could address firm management on the allocation of financial resources for the adoption of different traceability systems.

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Section: Incentives and Voluntary Traceability Standardsmentioning

confidence: 99%

Voluntary traceability standards and the role of economic incentives

Stranieri

Cavaliere

Banterle

2016

British Food Journal

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“…The marketing capability is fundamental to achieving good performance because SMEs can satisfy consumer preferences through differentiation (Gellynck, Banterle, Kühne, Carraresi, & Stranieri, ). Indeed, the marketing capability is related to the ability of SMEs to take appropriate decisions in relation to which markets they operate in, the most convenient distribution channels, their prices relative to those of their competitors, the appropriate advertising channels for consumers, and their branding strategies (Banterle, Cavaliere, Carraresi, & Stranieri, ). All of these decisions should be integrated into marketing programs in accordance with the desired consumer targets (Lee, Naylor, & Chen, ).…”

Section: Conceptual Framework and Hypothetical Modelmentioning

confidence: 99%

Can Strategic Capabilities Affect Performance? Application of RBV to Small Food Businesses

et al. 2015

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The paper aims to analyze the relationships between strategic capabilities and performance among food SMEs, identifying which capabilities play a leading role in establishing competitive advantage. Four strategic capabilities were analyzed: innovation, marketing, network, and information acquisition. We ran a Structural Equation Model involving 67 food SMEs located in Italy. The results revealed that the marketing, network, and innovation capabilities directly and positively affect performance. SMEs benefit from selling their products in the national market. The network capability plays a dual role: It has a direct positive influence on performance as well as an indirect effect on the capability to acquire information about market and supply chain agents. The acquired market-and consumer-related information is extremely valuable in enhancing the marketing capability and improving performance. The innovation capability is slightly less significant than the others in affecting performance.[EconLit citations: L11, L25, L66, Q13] C 2015 Wiley Periodicals, Inc.

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“…Th is concept is even stronger in the case of direct sales, which implies the direct support for those producers that would not be able to compete in the global markets (Banterle et al 2014;Tudisca et al 2015). Even if we could consider the consumer preferences (Seyfang 2006(Seyfang , 2008 and willingness to pay a premium price for re-localized products (Gafsi et al 2006;Th ilmany et al 2008;Carpio and IsengildinaMassa 2009) as an opportunity, this assumption reveals that the SFSCs are somehow socially accepted to be economically disadvantageous for the farmers.…”

Section: Economic Feasibility Of Sfscsmentioning

confidence: 99%

Farmers' motivation and perceived effects of participating in short food supply chains: evidence from a North Italian survey

Demartini¹,

Gaviglio²,

Pirani³

2017

Agric. Econ. - Czech

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Local production supports the economies of place and increasingly makes sense as the citizen-consumers increase in number and awareness. Nonetheless, despite the value of the short supply chains, some researchers have reacted sceptically to the irrational optimism around this sales structure. A close relationship with consumers does not imply more profit or exchange fairness by definition. In fact, increasing marketing costs must be considered and there is still information asymmetry, and the profiteering farmers could take advantage of the consumer trust. Through data reduction we explored the farmers' motivation and perceived effects of participating in short food supply chains. We also analysed the location of farms along with their size, production, sale channels and the relative market share, as well as whether they adopted quality certifications. We found that the farmers that work within the short food supply chains opt for a sort of co-certification mechanism based on the consumer/producer relationships rather than opting for the quality certification. Furthermore, the multivariate analysis showed different motivations and perceptions of direct sales among farmers: those that were the largest and farthest from the point of sale, were positive toward the social values of short food supply chains, while the rest seemed less competitive and were more motivated by profit and survival. The results reaffirm that the local production may not be good per se, and the presence of profit and surviving-orientation to market should be considered a treat especially for the reputation of the whole system.

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Food SMEs Face Increasing Competition in the EU Market: Marketing Management Capability Is a Tool for Becoming a Price Maker

Cited by 32 publications

References 39 publications

Voluntary traceability standards and the role of economic incentives

Voluntary traceability standards and the role of economic incentives

Can Strategic Capabilities Affect Performance? Application of RBV to Small Food Businesses

Farmers' motivation and perceived effects of participating in short food supply chains: evidence from a North Italian survey

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