The strategic planning process of agricultural niche marketers : a case study approach

viii, 100, vi leaves : ill. ; 29 cm.This study is based on the premise that it is important to understand how niche marketers manage the process of farm level adaptive change. A review of the relevent literature revealed the limitations of research on the strategic planning process pertaining to small business. A normative model of the strategic planning process was synthesised and used as an anyalystical framework to assess the planning behaviour of agricultural niche marketers in the study. On completion of a review of research methodologies for the social sciences, the multiple-case holistic design was selected. Data was collected and analyzed. The principal analytical method used was pattern matching. The technique of explanation building was applied in order to draw conclusions about the correspondence between the normative model and the actual planning practices of agricultural niche marketers. A revise model of the planning process is then proposed