Brand management, product quality and performance in micro firms operating in mature industry. The market segment of microbreweries in Italy
Journal title MERCATI E COMPETITIVITÀ
Author/s Benedetto Cannatelli, Matteo Pedrini
Publishing Year 2012 Issue 2012/3 Language Italian
Pages 21 P. 153-173 File size 511 KB
DOI 10.3280/MC2012-003008
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The paper explores the relationship between the adoption of brand management activities and economic performance in micro and small enterprises within new segments of mature markets. Both qualitative and quantitative approach have been used. Specifically, data were collected from eight case studies and a sample of 94 microbreweries operating in Italy. While a negative relationship with brand management activities is observed, economic performance is positively and significantly related with product quality.
Keywords: Small business, brand management, product quality, marketing, breweries, performance.
Benedetto Cannatelli, Matteo Pedrini, Gestione della marca, qualità del prodotto e performance delle micro imprese in mercati maturi: evidenze dal segmento della birra artigianale in Italia in "MERCATI E COMPETITIVITÀ" 3/2012, pp 153-173, DOI: 10.3280/MC2012-003008