The process and critical success factors of evolving from product excellence to market excellence: the case of Mastiha in Chios, Greece

Citation

Fotopoulos C, Vlachos I & Maglaras G (2010) The process and critical success factors of evolving from product excellence to market excellence: the case of Mastiha in Chios, Greece. In: Lindgreen A, Hingley M, Harness D & Custance P (eds.) Market Orientation: Transforming Food and Agribusiness Around the Customer. Food and Agricultural Marketing. Farnham: Gower Publishing, pp. 307-324. http://www.gowerpublishing.com/isbn/9780566092084