Ownership structure and branding strategies: The case of agri-food SMEs

Mahmoud Bakkour, Fatiha Fort and Anne Mione ()
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Mahmoud Bakkour: UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier
Anne Mione: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Abstract: The brand is the most important asset for enterprises. In a competitive marketplace, brand is considered the best way to differentiate products, to build corporate image and to develop bargaining power with retailers. Branding strategies are therefore a key aspect of corporate decision making. In this paper, the authors analyse the relationship between the ownership structure of agri-food SMEs and branding strategies. A conceptual model of how these variables are related is proposed and empirically tested using data from two surveys (2003 and 2010) of a representative sample of agri-food SMEs in the Languedoc–Roussillon region (South of France). The results show that ownership structure influences branding strategies in SMEs. This finding might be considered a challenge to the relevance of applying agency theory to a very particular form of enterprise and sector of activity.

Keywords: branding strategy; agri-food SME; contractors; enterprise strategy; strategy; governance; ownership structure; gouvernance; stratégie de l'entreprise; entrepreneur; entrepreneuriat; stratégie; entreprise agroalimentaire; marketing; marque; pme (search for similar items in EconPapers)
Date: 2015
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Published in International Journal of Entrepreneurship and Innovation, 2015, 16 (2), pp.85-95. ⟨10.5367/ijei.2015.0179⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01506388

DOI: 10.5367/ijei.2015.0179

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