Competitive Strategies and Managers’ Perceptions in Greek Food Manufacturing Firms

Ourania Notta and Aspasia Vlachvei

A chapter in Strategic Innovative Marketing, 2017, pp 245-251 from Springer

Abstract: Abstract The objective of this study is to investigate the perceptions of Greek managers towards competitive advantages in case of Greek food manufacturing industry. According Porter: “there are many sources of competitive advantage: making the highest-quality product, providing superior customer service, achieving lower costs than rivals, having a more convenient geographic location, designing a product that performs better than competing brands, making a more reliable and longer-lasting product, and providing buyers more value for the money. To succeed in building a competitive advantage, a firm must try to provide what buyers will perceive as “superior value”-either a good product at a low price or a “better” product that is worth paying more for”. In order to achieve the above research aims, we administered a survey to 161 Greek managers of Greek food manufacturing firms, during the period January–September 2014. According to our results making the highest-quality product, designing new products and creating unique value for customers, having a more convenient geographic location and having advantage of production specialization are the main sources of Greek food and beverage firms’ competitive advantage. Implications for research and practice are discussed.

Keywords: Competitive advantage; Greek food firms; Business strategies (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-33865-1_31

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DOI: 10.1007/978-3-319-33865-1_31

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