Market orientation : transforming food and agribusiness around the customer
著者
書誌事項
Market orientation : transforming food and agribusiness around the customer
（Food and agricultural marketing series）
Gower, c2010
- : hbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
- 1: Implementing Market Orientation
- 1: Making the Transformation Toward a Market-orientated Organisation: A Review of the Literature
- 2: Implementing Market Orientation in Industrial Firms: A Multiple Case Study ?
- 2: Marketing Agricultural Products
- 3: Moving Toward Market Orientation in Agri-food Chains: Challenges for the Feed Industry
- 4: Business-to-Business Brand Orientation
- 5: Improving Market Orientation in the Scottish Beef Supply Chain Through Performance-related Communications: The Case of the McIntosh Donald Beef Producer Club and Qboxanalysis
- 6: Production and Marketing Innovation in the Argentine Beef Sector: The Prinex Case
- 7: Agricultural Cooperatives and Market Orientation: A Challenging Combination?
- 8: Can Cooperatives Build and Sustain Brands?
- 9: Role of Market Orientation in Improving Business Performance: Empirical Evidence from Indian Seafood Processing Firms
- 3: Market Orientation in the Downstream Food Chain
- 10: Communication Between Actors of Food Chains: Case Studies of Two Organic Food Chains in Finland
- 11: Marketing Research and Sensory Analysis: A Reasoned Review and Agenda of Their Contribution to Market Orientation in the Food Industry
- 12: Market Orientation When Customers Seem Content With the Status Quo: Observations From Indian Agri-business and a Case Study
- 13: Breaking the Mould: Characteristics and Consequences of Becoming Market Oriented in Australian Meat Retailing
- 14: Are Consumers Ready for Radio Frequency Identification (RFID)? The Dawn of a New Market Orientation Area
- 15: Interrelationship Between Ethnicity and International Trade of Greek Virgin Olive Oil
- 16: Organic Wine: Perceptions and Choices of Italian Consumers
- 4: Market Orientation For Specialty Products
- 17: Consumer Values and the Choice of Specialty Foods: The Case of the Oliva Ascolana del Piceno (Protected Designation of Origin)
- 18: The Process and Critical Success Factors of Evolving From Product Excellence to Market Excellence: The Case of Mastiha in Chios, Greece
- 19: A Study of a High Value Coconut Product: The Midrib Basket Market Chain in Vietnam
- 20: Old World Wineries and Market Orientation: Empirical Evidence From the Italian Wine Industry
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