This study examines the influence of social advertising on the buying behaviour of Malaysian consumers along with the moderating role of gender and education. We use our own Primary data that were collected through questionnaire-based survey from the shoppers at various shopping malls of fashion...

In the context of progressive rise of the competition among firms, due to the increasingglobalisation, it is interesting to understand the potential sources of competitive advantage in order to set upa successful strategy. The theory of Resource-based View used in this framework examines the...

In the EU, small and medium sized enterprises (SMEs), which constitute the majority of firms in the foodindustry, are fighting for survival as they face growing market competition from large firms (Knight, 2000). On theother hand, market opportunities for SMEs are connected to the evolution of...

The purpose of this paper is to evaluate the competitive performance of different European countries at sector level in the intra-EU market from 1995 to 2011, comparing food industry and agricultural sector. In particular, we aim to assess the effect of the EU enlargement (first period) and the...

The characteristics of the EU and Italian food market, dominated by evolving regulations, rise of new emerging countries, globalisation, advances in ICT and technology sector, increase of retailers’ bargaining power, and changes in consumer patterns, affect especially SMEs, which are forced to...

Small and medium-sized enterprises (SMEs) are fighting for survival due to globalization, growing competition with big retailers, and strategies adopted by large industrial companies. Difficulties in pricing are also revealed in the literature. Therefore, appropriate activity is needed to be...

ABSTRACT The price‐making ability of food small and medium‐sized enterprises (SME) is important for their market survival. Since pricing is a part of marketing activities, by developing specific marketing capabilities, firms can improve their ability to make pricing decisions. This paper...