COMPETITIVENESS AND ADVERTISING IN GREEK FOOD AND BEVERAGE MANUFACTURING FIRMS
Ourania Notta () and
Chapter 26 in Marketing and Management Sciences, 2010, pp 140-146 from World Scientific Publishing Co. Pte. Ltd.
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)
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