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

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.

Competitive strategies among Ontario farms marketing direct to consumers

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Traditional Food Products: The Effect of Consumers’ Characteristics, Product Knowledge, and Perceived Value on Actual Purchase

“…However, for those firms that decide to compete in the marketplace adopting a differentiation strategy, the development of marketing management capabilities play a key role in ensuring performance (Kohli & Jaworski, 1990). As a result, SMEs can focus their differentiation strategy by enhancing their marketing activities so to bring them closer to consumers' preferences (Banterle, Cavaliere, Carraresi, & Stranieri, 2011). However, in order to do so, it is important for companies to adopt a market orientation and realize the importance of market intelligence in informing the value-creation process.…”

Attitudes and Sensory Perceptions of Food Consumers towards Technological Innovation in Mexico: A Case-Study on Rice-Based Dessert

“…In this sense, some research indicates that the innovative tendency of the consumer (innovativeness) is a consistent predictor of the adoption of innovations [42][43][44], reflecting a predisposition to learn and adopt innovations (new products) within a Domain-Specific Innovativeness DSI [42], in such a way that innovative consumers have a greater propensity for consumption than the conservatives [45].…”