Differentiated marketing strategies between strategic groups in Greek food industry

Ourania Notta

International Journal of Computational Economics and Econometrics, 2015, vol. 5, issue 1, 1-11

Abstract: This study examines the heterogeneity of the Greek dairy industry based on 'strategic group theory'. Its objectives are: (1) to define strategic groups within the Greek dairy industry; (2) to examine whether firms move between strategic groups over time and (3) to examine the performance differences among these strategic groups. I use as key strategic variable product differentiation, which is measured by both advertising intensity and number of brands per firm. The results for the period 2002-2011 prove the existence of three strategic groups, based on differentiation within the Greek dairy industry, with certain performance differences.

Keywords: marketing strategies; strategic groups; brands; Greece; food industry; product differentiation; dairy industry; advertising intensity. (search for similar items in EconPapers)
Date: 2015
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