Please use this identifier to cite or link to this item: http://ktisis.cut.ac.cy/handle/10488/6763
Title: International market success among smaller agri-food companies: some case study evidence
Authors: Ibeh, Kevin
Ibrahim, Essam
Panayides, Photis M. 
Keywords: International business
Farm produce
Great Britain
Agriculture
Business enterprises
Issue Date: 2006
Publisher: Emerald
Source: International journal of entrepreneurial behaviour and research, 2006, Volume 12, Issue 2, Pages 85-104
Abstract: Purpose - The paper aims to explore the relevance of key marketing concepts, including market orientation, marketing competencies and resources, and competitive marketing strategies, in explaining international market success among smaller agri-food companies. Design/methodology/approach - The paper presents a multi-case research, involving five small to medium-sized enterprises (SMEs), from different agri-food sub-sectors. The research employed a semi-structured interview guide, and subjected the generated data to meaning-oriented content analysis procedure. Findings - Evidence points to the influential impact of adopting a marketing orientation; developing advantage-generating competencies in the product, channel and relationship management areas; leveraging strategically-relevant managerial, production and brand/reputational resources; and deploying appropriate competitive marketing strategies. Research limitations/implications - Limitations and implications of the research generally relate to the use of a small, non-representative sample and the less than robust specification of the major constructs explored in the study. Future researchers should strive to obtain larger samples, develop a set of relevant hypotheses and test same using appropriate statistical techniques. Originality/value - Findings offer a set of important lessons for smaller agri-food companies and policy makers seeking to improve performance levels in international markets. They also add to the limited body of knowledge on the key influences on international marketing success within the agri-food sector
URI: http://ktisis.cut.ac.cy/handle/10488/6763
ISSN: 1355-2554
DOI: 10.1108/13552550610658152
Rights: © Emerald Group Publishing Limited
Appears in Collections:Άρθρα/Articles

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