The Adoption of Masstige Positioning Strategy: A Case Study from the Food Industry's SMEs

This research explores the adoption of the masstige positioning strategy within the food industry, particularly among small and medium-sized enterprises (SMEs). Masstige, a term deriving from the union of mass and prestige, describes a strategy where quality and prestige are combined at prices accessible to a broader audience. The aim of this study is to assess whether the adoption of masstige positioning strategy allow SMEs to achieve a relevant competitive advantage and, consequently, a significant market position. By applying a qualitative research methodology, this study delves into a case study of SMEs in the food sector. In particular, the study analyses the company Urbani Tartufi and its “Filosofia Naturale” product line, offering an in-depth understanding of masstige strategy adoption and its impact on market positioning of the company. The findings of the study enriches the academic debate around the strategic positioning of companies and offers valuable guidance for SMEs in the food industry, encouraging the adoption of masstige as a successful strategy for differentiation and competitive advantage.