Documents found
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43.More information
While big companies give a growing place to the indicators provided by marketing tools in order to guarantee their success, the aim of this article is to show that the part of this discipline in the success of the small-sized competitive company could be variable. According to the competitive advantage requested, the organizational capacity and the competitive environment, the manager can give to marketing an essential or marginal place in his strategy.In order to understand better the way this relation sets up and then evolves, a longitudinal qualitative survey has been carried out on ten small-sized companies of the food sector.The evolutive analysis shows that the relation between marketing and competitive advantage is not frozen. This survey confirms that the small-sized company can succeed without investing substantial means in a marketing approach.
Keywords: Avantage concurrentiel, Marketing, Petite entreprise, Compétence, Capacité, Capabilité, Clients, Dirigeant
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45.More information
Neoliberal policies dominate the discourse on international agricultural trade. Canada's system of supply management in dairy, eggs, and poultry, however, remains intact despite being a polarizing topic both nationally and abroad. To better understand the ideological rift that exists between those who support and oppose the system, this article examines the creation of the Ontario Milk Marketing Board (OMMB) in 1965, which introduced fairer producer pricing and production discipline through the establishment of milk pools. Before the OMMB was created, chronic oversupplies of milk resulted in devastatingly low milk prices paid to farmers, which caused significant distress in the dairy community. This article examines the divisions between industry stakeholders during the implementation of the milk marketing board in order to better understand why some saw the board's plans as rational and fair, while others believed OMMB policies infringed on their freedom and retarded the rationalization of the Ontario dairy industry.
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