Ourania Notta

PERFORMANCE OF COOPERATIVES AND INVESTOR-OWNED FIRMS: THE CASE OF THE GREEK DAIRY INDUSTRY*

This paper examines factors that might affect performance of cooperatives and investor-owned firms (IOFs). The empirical work tests whether significant profitability differences between the two groups exist, in the case of the Greek dairy industry, over the period 1990–2001. The relevant descriptive statistics show that IOFs are more profitable, while results suggest that profitability differences between cooperatives and IOFs can be attributed mainly to the greater effectiveness of IOFs’ capital structure determinants and market share.

Branding Strategies in Greek Wine Firms

Abstract The purpose of this paper is to investigate and discuss the main branding strategies used by Greek wine producers and to highlight the opportunities. An extensive literature review relative to the question under investigation is presented. Empirical data were collected by using secondary and primary data sources. Primary data sources include semi-structured interviews with 33 Greek wine producers. This study highlights several areas of opportunity for a holistic approach of branding strategies by Greek wine producers: (a) Producers try to take advantage of PDO/PGI quality signals, as well as International wine exhibitions awards either as promotional tool or as secure for their established reputation (b) Greek producers have to invest on a more professional and less passive attitude in terms of wines brand image, its associations, the lifestyle and experiences it represents, improving all intangible elements those ultimate affect consumer choices.(c) Networks and clusters with tourism industry improve “brand loyalty” and “brand awareness” (d) Greek wine producers have to adopt new electronic forms of communication and distribution channels, very valuable for brand recognition, stimulating word of mouth and targeting of opinion leaders. The findings could aid producers in Greek wine industry in providing them valuable considerations and guidelines.

Changes in Marketing Strategies during Recession

Abstract The purpose of this article is to investigate the changes in marketing strategies of Greek food manufacturing companies due to the economic crisis started in 2010. In order to achieve the above research aim, face-to face semi-structured interviews with managers of 161 established Greek firms involved in food industry were conducted. The analysis of firms with changed marketing strategies due to economic crisis with the use of the principal components method explains the presence of seven leading profiles in the sample survey. They are: i) promotional oriented; ii) new product oriented; iii) seller oriented, iv) advertising oriented, v) cost-price oriented; vi) discounts oriented and vii) B2B market oriented. Based on the seven factor scores, a cluster analysis has been conducted and three homogeneous groups are identified.

Establishing a Strong Brand Identity Through a Website: The Case of Greek Food SMEs ☆

Abstract Recent research on establishing a strong brand identity through web sites focus on the contributions that web site can make in three main areas: providing all the information for proving the unique and differentiated brand advantages, providing an e-commerce capability and a customized unique approach and encouraging interactive relationships between companies and their customers. Taking into account the existing literature this study attempts to identify the online strategies and the web sites features used by the Greek food exporting SMEs in order to establish a strong brand identity in the global market.

The Impact of Financial Crisis on Firm Performance in Case of Greek Food Manufacturing Firms

Abstract The aim of the paper is first to review both the academic and industry literature pertaining to the effects of economic crisis on firm performance, second to improve our understanding about the performance of Greek food manufacturing firms before and during the recent economic crisis in Greece and third to test whether significant profitability differences between pre-crisis period and during crisis exists in the case of Greek dairy firms.

Competitive Strategies and Managers’ Perceptions in Greek Food Manufacturing Firms

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.

Greek Wineries on Facebook Wall

The objective of this study is to provide an empirical analysis of the role of social media and especially Facebook, within marketing and communication strategies in case of Greek wineries. We use first the suggested by the literature metrics, to evaluate the wineries’ efforts and to measure their engagement, and second a content analysis is conducted, in order to explore how wineries use their Profile on Facebook to support their marketing and communication strategies. In order to achieve the above research aims, we use data from Facebook pages of 40 Greek wine firms, over a whole year 2015 period. According to our results, majority of the examined Greek wineries are not currently utilizing social media to their full effectiveness, when it comes to the ability to interact and engage with consumers, and could benefit from becoming even more innovative and creative when it comes to their social media strategies, in order to fully differentiate these efforts from traditional marketing methods.

Assessing the Impact of Economic Crisis on Food Firms Performance

The objective of this study is to draw conclusions about the changes in business strategies and changes in the factors affecting the competitiveness of food and beverages companies during economic downturn. The real impact of 2009 crisis in Greece on firm-level performance is investigated through two surveys. The study provides valuable insights and implications about how to facilitate the marketing strategies and practices during periods of debt crises. According to the results of the analysis, there are significant performance changes over the crisis period.