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Article dans une revue International Journal of Entrepreneurship and Innovation Année : 2015

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

Résumé

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.
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hal-01506388, version 1 (12-04-2017)

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Mahmoud Bakkour, Fatiha Fort, Anne Mione. Ownership structure and branding strategies: The case of agri-food SMEs. International Journal of Entrepreneurship and Innovation, 2015, 16 (2), pp.85-95. ⟨10.5367/ijei.2015.0179⟩. ⟨hal-01506388⟩
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