Greek food manufacturing exporters: An exploratory investigation into major aspects of their export strategy

This study draws its conceptual roots from the export marketing literature. The research questions investigated here concern the characteristics of strategic action of major Greek exporters of manufactured food with respect to key competitive dimensions in the food industry environment, how these characteristics relate to each other and what their effect is upon export "success." The exports of the four most prominent Greek exporters of manufactured food are examined and an exploratory qualitative methodology is followed. Important findings emerge. They provide indications about the nature of export strategy of Greek food manufacturers and the resulting type of export competitive advantage. A link between the nature of their export "success" and the problems of export competitiveness of the wider Greek food manufacturing industry is also provided. Weaknesses of the followed strategies are identified and suggestions are made.