Eu Market

In the EU market, small and medium sized enterprises (SMEs) understand the greater mapping of the viands industry (Spillan and Parnell, 2006), especially with attentiveness to traditional food products (TFPs). However, the growth of competition, connected mainly to globalisation, is devising it very difficult for SMEs to adapt to market changes and to survive alongside big enterprises (Banterle et al., 2008 and 2009), despite the fact that they can take expediency of changes in demand patterns, which be becoming even more than oriented towards quality, by adopting appropriate strategies. In this context, SMEs often expose new ideas, products and processes in bless to survive and grow in the market (De Jong and Marsili, 2006; Wagner and Hensen, 2005). The capacity to innovate is a strategic hammer for those firms that want to maintain their competitive position in the marketplace (De Jong et al., 2004; Laforet and Tann, 2006). both market and consumer needs. Therefore, as marketing is the dimension surrounding(prenominal) to the market environment, firm marketing capabilities play an important utilization in complying with changing consumer preferences, allowing increasing competition to be set about (Hughes, 2009; Traill and Grunert, 1997).

The purpose of this paper is to understand whether there is a meaningful relationship between marketing management capabilities and the SME innovativeness level and, thus, with the energy of SMEs to adapt their strategies to market changes.?The choice to analyse the traditional food sector was connected to various elements: TFPs are an important part of food production in Europe, deriving mostly from SMEs; they are strongly related to the evolution of consumer patterns; and in most cases they reach a deep link with specific geographic areas, with of import implications in the local economy. The definition of traditional food products we intake refers back to rules concerning production (national/ regional/local), to product authenticity (recipe, innovation of raw material,... If you want to get a full essay, order it on our website: Orderessay

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