Small businesses often do not have a sufficient capacity to put the appropriate R&D activities into action. Nevertheless, they are able to be innovative towards their products, processes, distribution channels, and geographical markets. Therefore, even for small and medium-sized enterprises (SMEs), the level of innovativeness can be high. The literature shows that the firm marketing capabilities are very important for innovation in the food industry, to guarantee that innovation reflects the market needs. The purpose of this paper is to analyse the relationship between the level of firm innovativeness and different steps of the marketing management process, to understand if good marketing capabilities can affect the firm innovativeness. An interactive questionnaire available on the web was used for the data collection. The survey was conducted on 468 European SMEs. Linear Regression was run to assess the link between marketing activities and the level of firm innovativeness. Our empirical analysis reveals that the SME marketing capabilities show significant and positive relationships with firm innovativeness.

Innovativeness in food small business : what is its relationship with marketing? / A. Banterle, A. Cavaliere, L. Carraresi, S. Stranieri. - In: ZEMEDELSKA EKONOMIKA. - ISSN 0139-570X. - 57:10(2011), pp. 474-483.

Innovativeness in food small business : what is its relationship with marketing?

A. Banterle
Primo
;
A. Cavaliere
Secondo
;
L. Carraresi
Penultimo
;
S. Stranieri
Ultimo
2011

Abstract

Small businesses often do not have a sufficient capacity to put the appropriate R&D activities into action. Nevertheless, they are able to be innovative towards their products, processes, distribution channels, and geographical markets. Therefore, even for small and medium-sized enterprises (SMEs), the level of innovativeness can be high. The literature shows that the firm marketing capabilities are very important for innovation in the food industry, to guarantee that innovation reflects the market needs. The purpose of this paper is to analyse the relationship between the level of firm innovativeness and different steps of the marketing management process, to understand if good marketing capabilities can affect the firm innovativeness. An interactive questionnaire available on the web was used for the data collection. The survey was conducted on 468 European SMEs. Linear Regression was run to assess the link between marketing activities and the level of firm innovativeness. Our empirical analysis reveals that the SME marketing capabilities show significant and positive relationships with firm innovativeness.
No
English
traditional food products ; innovation ; marketing management capabilities ; linear regression model
Settore AGR/01 - Economia ed Estimo Rurale
Articolo
Esperti anonimi
Ricerca applicata
2011
57
10
474
483
10
Pubblicato
Periodico con rilevanza internazionale
info:eu-repo/semantics/article
Innovativeness in food small business : what is its relationship with marketing? / A. Banterle, A. Cavaliere, L. Carraresi, S. Stranieri. - In: ZEMEDELSKA EKONOMIKA. - ISSN 0139-570X. - 57:10(2011), pp. 474-483.
none
Prodotti della ricerca::01 - Articolo su periodico
4
262
Article (author)
no
A. Banterle, A. Cavaliere, L. Carraresi, S. Stranieri
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/164058
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