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Market orientation and marketing management of traditional food producers in the EU

Xavier Gellynck UGent, Alessandro Banterle, Bianka Kühne UGent, Laura Carraresi and Stefanella Stranieri (2012) BRITISH FOOD JOURNAL. 114(4-5). p.481-499
abstract
Purpose - The purpose of this paper is to evaluate the market orientation and the marketing management capabilities of SMEs that produce traditional food products, by identifying their critical points in marketing activities. Design/methodology/approach - The theoretical framework of this analysis relates to market orientation approach. Marketing management capability was evaluated through a questionnaire using proxies to study the different stages of marketing management. The survey involved 150 firms of which 118 are SMEs producing traditional food products, located in Hungary, Belgium, and Italy. The data were collected by a self-administered internet survey and were analysed using multivariate analyses. Findings - Cluster analysis resulted in four clusters with different marketing management capabilities. Most of the SMEs in the sample lack marketing management capabilities, even if a considerable proportion of the firms considered report good marketing capabilities that lead to a market orientation. The weakest step of market orientation is the dissemination of generated intelligence. Indeed, SMEs lack marketing organisational activities, namely in planning and implementation of marketing strategy. Moreover, SMEs with better performance check that their objectives are reached but do not compare their strategy with that of competitors. Hence, they could miss opportunities to keep up to date with market development. Originality/value - This paper provides interesting insights. about the marketing capabilities of food SMEs, which usually find it difficult to stay in the market beside large firms. Moreover, there are not many contributions in the literature about the application of market orientation approach on traditional food producers.
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
keyword
ENTREPRENEURSHIP, PERFORMANCE, SMES, INDUSTRY, Small to medium-sized enterprises, Food products, Food industry, Marketing management, Food sector, Traditional products, Marketing management capabilities, SMEs, INNOVATION, STRATEGY, QUALITY, ENGLAND, EUROPE, ISSUES
journal title
BRITISH FOOD JOURNAL
Br. Food J.
volume
114
issue
4-5
pages
481 - 499
Web of Science type
Article
Web of Science id
000306041300003
JCR category
FOOD SCIENCE & TECHNOLOGY
JCR impact factor
0.614 (2012)
JCR rank
89/123 (2012)
JCR quartile
3 (2012)
ISSN
0007-070X
DOI
10.1108/00070701211219513
language
English
UGent publication?
yes
classification
A1
copyright statement
I have transferred the copyright for this publication to the publisher
id
2999625
handle
http://hdl.handle.net/1854/LU-2999625
date created
2012-09-26 14:30:19
date last changed
2013-03-13 12:31:41
@article{2999625,
  abstract     = {Purpose - The purpose of this paper is to evaluate the market orientation and the marketing management capabilities of SMEs that produce traditional food products, by identifying their critical points in marketing activities. 
Design/methodology/approach - The theoretical framework of this analysis relates to market orientation approach. Marketing management capability was evaluated through a questionnaire using proxies to study the different stages of marketing management. The survey involved 150 firms of which 118 are SMEs producing traditional food products, located in Hungary, Belgium, and Italy. The data were collected by a self-administered internet survey and were analysed using multivariate analyses. 
Findings - Cluster analysis resulted in four clusters with different marketing management capabilities. Most of the SMEs in the sample lack marketing management capabilities, even if a considerable proportion of the firms considered report good marketing capabilities that lead to a market orientation. The weakest step of market orientation is the dissemination of generated intelligence. Indeed, SMEs lack marketing organisational activities, namely in planning and implementation of marketing strategy. Moreover, SMEs with better performance check that their objectives are reached but do not compare their strategy with that of competitors. Hence, they could miss opportunities to keep up to date with market development. 
Originality/value - This paper provides interesting insights. about the marketing capabilities of food SMEs, which usually find it difficult to stay in the market beside large firms. Moreover, there are not many contributions in the literature about the application of market orientation approach on traditional food producers.},
  author       = {Gellynck, Xavier and Banterle, Alessandro and K{\"u}hne, Bianka and Carraresi, Laura and Stranieri, Stefanella},
  issn         = {0007-070X},
  journal      = {BRITISH FOOD JOURNAL},
  keyword      = {ENTREPRENEURSHIP,PERFORMANCE,SMES,INDUSTRY,Small to medium-sized enterprises,Food products,Food industry,Marketing management,Food sector,Traditional products,Marketing management capabilities,SMEs,INNOVATION,STRATEGY,QUALITY,ENGLAND,EUROPE,ISSUES},
  language     = {eng},
  number       = {4-5},
  pages        = {481--499},
  title        = {Market orientation and marketing management of traditional food producers in the EU},
  url          = {http://dx.doi.org/10.1108/00070701211219513},
  volume       = {114},
  year         = {2012},
}

Chicago
Gellynck, Xavier, Alessandro Banterle, Bianka Kühne, Laura Carraresi, and Stefanella Stranieri. 2012. “Market Orientation and Marketing Management of Traditional Food Producers in the EU.” British Food Journal 114 (4-5): 481–499.
APA
Gellynck, X., Banterle, A., Kühne, B., Carraresi, L., & Stranieri, S. (2012). Market orientation and marketing management of traditional food producers in the EU. BRITISH FOOD JOURNAL, 114(4-5), 481–499.
Vancouver
1.
Gellynck X, Banterle A, Kühne B, Carraresi L, Stranieri S. Market orientation and marketing management of traditional food producers in the EU. BRITISH FOOD JOURNAL. 2012;114(4-5):481–99.
MLA
Gellynck, Xavier, Alessandro Banterle, Bianka Kühne, et al. “Market Orientation and Marketing Management of Traditional Food Producers in the EU.” BRITISH FOOD JOURNAL 114.4-5 (2012): 481–499. Print.