Small Business Marketing Capability in the Food Sector: The Cases of Belgium, Hungary and Italy

Allesandro Banterle, Laura Carraresi & Stefanella Stranieri
The purpose of thie paper is to assess the marketing management capabilities of SMEs producing traditional food products in the EU through thge development of a self-evaluation tool. SMEs represent the greater part of European food firms and they find it very difficult to adapt to market changes, and to compete with big enterprises. In this context, marketing management capabilities play a key role in good SME performance in the market. The self-evaluation tool is...
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