COMPETITIVENESS AND ADVERTISING IN GREEK FOOD AND BEVERAGE MANUFACTURING FIRMS
Ourania Notta and
Aspasia Vlachvei
Chapter 26 in Marketing and Management Sciences, 2010, pp 140-146 from World Scientific Publishing Co. Pte. Ltd.
Abstract:
AbstractThis paper examines the impact of total and television advertising on firms' competitiveness of Greek food and beverage manufacturing firms. According to earlier agribusiness competitiveness studies, two concepts that can be used to measure and monitor agribusiness competitiveness are profitability and market share. A model consisting of profitability, market share and total and television advertising has been specified. Two stage least-squares results show that there are two-way relationships between total and television advertising on one side and competitiveness measures on the other side. Total and television adverting affect both profitability and market share but also is affected by both these variables.
Keywords: Management, Organizational Behavior, Marketing; Negotiation, Dynamic Models, International Business, Strategic Business, Human Resource, (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:
Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9781848165106_0026 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9781848165106_0026 (text/html)
Ebook Access is available upon purchase.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9781848165106_0026
Ordering information: This item can be ordered from
Access Statistics for this chapter
More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().