Market Orientation: Transforming Food and Agribusiness Around the Customer
Marketing orientation is both the key objective of most food producers and their biggest challenge. Connecting food and agricultural production with the changing needs and aspirations of the customer provides the means to ensure competitive advantage, resilience and added value in what you produce. But market orientation is not something that you can just buy in or bolt on to what you do. Market orientation is a matter of changing the culture of your organisation; finding ways of learning more about your customers and understanding their needs; changing your development and reward systems to educate your employees; it may also involve significant changes to your production processes. This comprehensive collection of original research explores the challenges and opportunities associated with market orientation along the food supply chain; from the animal feed industry to meat retailing and from organic foods to old world wines. All the chapters provide exceptional insight into understanding how market orientation can benefit food suppliers and how it is essential for long-term success.
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Implementing Market Orientation
Making the Transformation Toward a Marketorientated Organisation A Review of the Literature
Implementing Market Orientation in Industrial Firms A Multiple Case Study
Marketing Agricultural Products
Moving Toward Market Orientation in Agrifood Chains Challenges for the Feed Industry
CHAPTER 4 BusinesstoBusiness Brand Orientation
Improving Market Orientation in the Scottish Beef Supply Chain Through Performancerelated Communications The Case of the McIntosh Donald Be...
Production and Marketing Innovation in the Argentine Beef Sector The Prinex Case
Marketing Research and Sensory Analysis A Reasoned Review and Agenda of Their Contribution to Market Orientation in the Food Industry
Market Orientation When Customers Seem Content With the Status Quo Observations From Indian Agribusiness and a Case Study
Breaking the Mould Characteristics and Consequences of Becoming Market Oriented in Australian Meat Retailing
Are Consumers Ready for Radio Frequency Identiﬁcation RFID? The Dawn of a New Market Orientation Area
Interrelationship Between Ethnicity and International Trade of Greek Virgin Olive Oil
Organic Wine Perceptions and Choices of Italian Consumers
Market Orientation For Specialty Products
Consumer Values and the Choice of Specialty Foods The Case of the Oliva Ascolana del Piceno Protected Designation of Origin
Agricultural Cooperatives and Market Orientation A Challenging Combination?
Can Cooperatives Build and Sustain Brands?
Role of Market Orientation in Improving Business Performance Empirical Evidence from Indian Seafood Processing Firms
Market Orientation in the Downstream Food Chain
Communication Between Actors of Food Chains Case Studies of Two Organic Food Chains in Finland
The Process and Critical Success Factors of Evolving From Product Excellence to Market Excellence The Case of Mastiha in Chios Greece
A Study of a High Value Coconut Product The Midrib Basket Market Chain in Vietnam
Old World Wineries and Market Orientation Empirical Evidence From the Italian Wine Industry
Other editions - View all
Agribusiness agricultural approach Argentina Argentine beef Association beef behaviour beneﬁts Beverland brand business performance Buyer Utility Map buyers cent challenges chapter coconut cold storage communication competitive advantage competitors consumers consumption cooperatives costs culture dairy deﬁned deﬁnitions difﬁcult economic efﬁcient European export factors farm farmers feed industry ﬁnal ﬁnancial ﬁndings ﬁrms ﬁrst focus focused Fonterra food chain global growers Hilton quota House of Quality identiﬁed Implementing market important improve increase inﬂuence innovation International interviews IPCSL Kohli and Jaworski Lindgreen loumal lournal of Marketing market orientation market-oriented Mastiha Merino Narver and Slater NZGIB olive oil organic food organic products organisational Prinex processor proﬁt proﬁtability programmes Qboxanalysis raw material reﬂects relationship response RFID RFID technology role sector sensory analysis signiﬁcant speciﬁc strategy structure suppliers supply chain management Table Tesco trade wool Zealand Zespri