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...

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...

SMEs, that represent the greater part of European food firms producing traditional food products (TFPs), meet difficulties in adapting their strategies to market changes, and in competing with big enterprises. Marketing management capabilities play a key role in good SMEs performance in the...

The purpose of this paper is to evaluate the marketing management capabilities of SMEs producing traditional food products, in order to analyse the market orientation of SMEs in the food industry. Following the theoretical approach of Market Orientation, our analysis is based on an assessment of...

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