ABSTRACT The price‐making ability of food small and medium‐sized enterprises (SME) is important for their market survival. Since pricing is a part of marketing activities, by developing specific marketing capabilities, firms can improve their ability to make pricing decisions. This paper...

After the Bovine Spongiform Encephalopathy (BSE) crisis, the European Union (EU) introduced mandatory and voluntary labelling for meat products to reduce the food safety concerns of consumers and to ensure a better distribution of liability among agents of the meat supply chain. The purpose of...