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• European traditional food producers and marketing capabilities: An application of the marketing management process

  41-46

  A. Banterle

  A. Cavaliere

  S. Stranieri

  Views:

  250

  The purpose of this paper is to evaluate the marketing management capabilities of SMEs producing traditional food products, in order to analyse the market orientation of SMEs in the food industry. Following the theoretical approach of Market Orientation, our analysis is based on an assessment of the marketing management process. The methodology refers to a survey developed through a questionnaire published on the web, and a sample of 371 firms based in Belgium, Italy, Spain, the Czech Republic and Hungary was used in the analysis. Cluster analysis was applied to find the different levels of market orientation of the firms. The results revealed a certain lack of appropriate skills in marketing management in the firms of the sample, confirming the evidence found in economic literature concerning SMEs. Nevertheless, cluster analysis outlined a group of firms with good marketing capabilities and market oriented, and these represent a great part of the sample (40%). With regard to the stages of the marketing management process, the most problematic are those of planning and implementation, and control and evaluation, highlighting the difficulties SMEs encounter in carrying out coordinated marketing; which appears to be generally characterised by poor organisational capacity.

• INTEGRATING SERVICE VALUE CHAIN GOVERNANCE ON SMALL SUNFLOWER PROCESSING INDUSTRIES IN DODOMA, TANZANIA

  HAMISI Sama

  Andrew J. Mashenene

  Views:

  11

  Small-scale sunflower oil processors dominate Tanzania’s sunflower value chain but face persistent performance challenges. This study examines how service value chain governance – defined by factors such as transaction complexity, service characteristics, technological capabilities, market transparency, market structure, and institutional frameworks – influences the capabilities and performance of small sunflower processing industries in Dodoma. Drawing on global value chain and transaction cost economics theories, we hypothesize that high transaction complexity and service intangibility negatively impact processors’ technological and human resource capabilities, while robust technological capacity and market transparency improve logistics and marketing performance. A cross-sectional survey of 275 sunflower oil processors in Dodoma was conducted, and six multiple regression models were used to test each specific hypothesis. Results show that all six governance factors significantly affect the processors’ operational capabilities in the expected directions. High transaction complexity and service heterogeneity are associated with lower technological competency and workforce efficiency, whereas greater technological capability and market transparency yield improved logistical coordination and market access. Fragmented market structures (many small suppliers) correlate with weaker financial performance, and a strong institutional framework is linked to better regulatory compliance. These findings highlight critical governance-related barriers and enablers for small agro-processors. We discuss practical and managerial implications for improving value chain integration – including investing in technology, training, and policy support – and outline theoretical contributions.