Banterle, Alessandro; Carraresi, Laura; Cavaliere, Alessia - International European Forum on Innovation and System … - 2011
power. Indeed, horizontal and vertical competition highly affects the ability of price setting, especially for SMEs, due to … price setting is a significant component of the marketing mix. This paper aims to evaluate the relationship between … marketing capability and price setting ability in traditional food SMEs, to outline the role to have well developed marketing …