Differentiated marketing strategies between strategic groups in Greek food industry
by Ourania Notta
International Journal of Computational Economics and Econometrics (IJCEE), Vol. 5, No. 1, 2015

Abstract: This study examines the heterogeneity of the Greek dairy industry based on 'strategic group theory'. Its objectives are: (1) to define strategic groups within the Greek dairy industry; (2) to examine whether firms move between strategic groups over time and (3) to examine the performance differences among these strategic groups. I use as key strategic variable product differentiation, which is measured by both advertising intensity and number of brands per firm. The results for the period 2002-2011 prove the existence of three strategic groups, based on differentiation within the Greek dairy industry, with certain performance differences.

Online publication date: Sun, 17-May-2015

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