scholarly journals Innovativeness in food small business: What is its relationship with marketing?

2011 ◽  
Vol 57 (No. 10) ◽  
pp. 474-483 ◽  
Author(s):  
A. Banterle ◽  
A. Cavaliere ◽  
L. Carraresi ◽  
S. Stranieri
Keyword(s):  
Small Businesses ◽  
Food Industry ◽  
Distribution Channels ◽  
Management Process ◽  
Marketing Capabilities ◽  
Firm Innovativeness ◽  
Marketing Activities ◽  
Market Needs ◽  
The Relationship ◽  
The Web

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.  

scholarly journals Marketing Activities of Local Food Producers in E-Commerce

2021 ◽  
Vol 13 (16) ◽  
pp. 9406
Author(s):  
Grzegorz Szymański
Keyword(s):  
Food Industry ◽  
Local Community ◽  
Sales Promotion ◽  
Computer Assisted ◽  
Chi Square ◽  
Online Sales ◽  
Strong Relation ◽  
Marketing Activities ◽  
Individual Variables ◽  
The Relationship

The food industry is characterized by a constant increase in value. The purpose of this study is to identify the most popular marketing forms used by the analyzed enterprises, which were food producers selling online among the local community and identification of the correlation of the analyzed variables with the age of companies. The survey was carried out with the use of the CATI (Computer Assisted Telephone Interviewing) method, and the research tool was a questionnaire. The Chi-square statistics was used to examine the dependencies of individual variables and V-Cramer coefficient was used to identify the strength of the correlation. The obtained results and their analysis enable to conclude that there is a strong relation between the number of encountered problems in conducting online sales and the period of the company’s existence. The relationship (with a moderate strength) between sources of marketing inspirations used in e-stores and the company’s age was also confirmed. Furthermore, it was noticed that the number of marketing tools increases with the period of the company’s existence. Sales promotion, social media marketing and website positioning were indicated among the most popular tools.

scholarly journals The crucial role of market intelligence in the development of small business marketing capabilities

2020 ◽  
Vol 27 (5) ◽  
pp. 797-816
Author(s):  
Grace Carson ◽  
Christina O'Connor ◽  
Geoff Simmons
Keyword(s):  
Small Business ◽  
Small Businesses ◽  
Dynamic Capabilities ◽  
Marketing Strategies ◽  
Marketing Capabilities ◽  
Resource Based View ◽  
Content Type ◽  
Market Intelligence ◽  
The Relationship

PurposeDrawing on the resource-based view of the firm, this article explores the influences of market intelligence on the development of small business marketing capabilities, with reference to specialized marketing capabilities, architectural marketing capabilities and dynamic capabilities.Design/methodology/approachThe conceptual framework and propositions present and interpret the resource–capability complementarity between market intelligence and small business marketing capabilities and outline the relationship between individual capability sets.FindingsMarket intelligence is shown to be crucial in the development of small business marketing capabilities and in the implementation of more formalized marketing strategies that allow small businesses to create value for customers and improve their performance. However, the level to which market intelligence is utilized and marketing capabilities are developed is found to be considerably influenced by the small business owner-manager and firm learning.Practical implicationsIt is imperative that small businesses acknowledge the practical benefits of market intelligence and harness these advantages accordingly. However, owner-managers must be motivated to encourage the development of more formalized marketing capabilities and act incisively upon the information derived from market intelligence.Originality/valueRecent research indicates that market intelligence and marketing capabilities can interact to enable a firm to align its resources with the market, by providing customer insights that guide them as to which value-adding activities they should implement. However, extant research in this area remains in its infancy, and very little is known about the adoption processes of market intelligence in small businesses and its role in developing marketing capabilities.

An Analysis of Web Home Page Disclosure Practices of Top Public and Private Indian Banks

2015 ◽  
Vol 3 (2) ◽  
Author(s):  
Mandeep Kaur ◽  
Manpreet Kaur
Keyword(s):  
Positive Relationship ◽  
Home Page ◽  
Financial Information ◽  
Public And Private ◽  
Communication Device ◽  
Indian Banks ◽  
Public And Private Sector ◽  
The Relationship ◽  
Source Of Information ◽  
The Web

Internet is a very powerful communication device to disclose financial and non-financial information. Almost every company today maintains its website and disseminates their information voluntarily. Internet is very exciting medium to disclose information in the form of presentation. It has become most frequently used source of information. This paper tries to examine the web home page disclosure practices of top public and private Indian banks and try to find out the relationship between the disclosure score and size of bank by using the sample of 20 banks which constitute of top public and private sector banks. The results show that there is positive relationship between the disclosure score and size of bank.

scholarly journals Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism

2021 ◽  
Vol 13 (4) ◽  
pp. 2277
Author(s):  
Blend Ibrahim ◽  
Ahmad Aljarah ◽  
Dima Sawaftah
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Mediation Effects ◽  
Revisit Intention ◽  
Marketing Activities ◽  
The Relationship ◽  
Coffee Shops

Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how social-media-marketing activities (SMMA) affect brand loyalty, brand trust, and revisit intention (returning to the same place in the future) for coffee shops in Northern Cyprus. Empirical evidence was collected from 415 undergraduate students who follow specific coffee shops on Facebook, and a structural equation modeling approach was applied. The results showed a significant positive influence of SMMA on brand loyalty, brand trust, and revisit intention. The findings show that SMMA are a stronger predictor of revisit intention than brand loyalty and brand trust. Furthermore, brand loyalty and brand trust are significant mediators in the relationship between SMMA and revisit intention. Additionally, the sequential mediation effects of brand loyalty and brand trust in the relationship between SMMA and revisit intention are supported. Overall, with effective SMMA from coffee shops on Facebook, the customer grows confidence in the brand, which increases the level of brand loyalty. This, in turn, encourages revisit intention of the customer. As a result, brand executives on social media platforms (in this case, Facebook) should promote specific SMMA for their brands and engage in such activities to creates brand trust and brand loyalty. These findings contribute to the literature by examining the relationship between SMMA and revisit intention and exploring how SMMA affect revisit intention by adding brand loyalty and brand trust as mediators.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

Creating an Environment in Which Youths Are Encouraged to Eat a Healthier Diet

2007 ◽  
Vol 26 (2) ◽  
pp. 162-181 ◽  
Author(s):  
Marvin E. Goldberg ◽  
Kunter Gunasti
Keyword(s):  
United States ◽  
At Risk ◽  
Young People ◽  
Food Industry ◽  
The United States ◽  
Product Price ◽  
End Points ◽  
Convenience Stores ◽  
Marketing Activities ◽  
Youth Obesity

More than one-third of young people in the United States are either obese or at risk of becoming obese. The authors consider how food marketers have contributed to this problem and how they might help resolve it. The article organizes the marketing activities of food-related companies around the classic four Ps. The authors first discuss product, price, and promotion in terms of past, present, and potential future industry actions. They then discuss place as a function of four key commercial end points in the food channel: (1) supermarkets, (2) convenience stores, (3) restaurants, and (4) schools. The authors consider government actions in terms of how they affect the actions of both the food industry and consumers. Throughout the article, the authors consider how extant research can be extended in an effort to better understand and address the youth obesity problem.

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