Banterle, Alessandro; Carraresi, Laura; Cavaliere, Alessia - International European Forum on Innovation and System … - 2011
their small dimension. In order to enhance their capability to decide the price, SMEs should focus mostly on marketing, as … 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 …
