This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains. Two case studies on value chains within the areas of agribusiness are conducted. For each value chain, desk research is combined with interviews with decision-makers of all types of value chain members. Interview guidelines are derived from a conceptual model of potential determinants of value chain market orientation. Degree of market orientation of value chains is found to be related to degree of heterogeneity and dynamism of end-users served, nature of chain relationships, regulations and prevailing mental model...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Purpose - This paper extends the concept of market orientation from the firm to the value chain leve...
Purpose: This study determines whether predictions about different degrees of market orientation in ...
The competition in international food markets is increasingly moving towards products with higher le...
Purpose: This study determines whether predictions about different degrees of market orientation in ...
The competition in international food markets is increasingly moving towards products with higher le...
The competition in international food markets is increasingly moving towards products with higher le...
The competition in international food markets is increasingly moving towards products with higher le...
This study explored the usefulness of market orientation in an agricultural value chain in an emergi...
This study explored the usefulness of market orientation in an agricultural value chain in an emergi...
This study explored the usefulness of market orientation in an agricultural value chain in an emergi...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Purpose - This paper extends the concept of market orientation from the firm to the value chain leve...
Purpose: This study determines whether predictions about different degrees of market orientation in ...
The competition in international food markets is increasingly moving towards products with higher le...
Purpose: This study determines whether predictions about different degrees of market orientation in ...
The competition in international food markets is increasingly moving towards products with higher le...
The competition in international food markets is increasingly moving towards products with higher le...
The competition in international food markets is increasingly moving towards products with higher le...
This study explored the usefulness of market orientation in an agricultural value chain in an emergi...
This study explored the usefulness of market orientation in an agricultural value chain in an emergi...
This study explored the usefulness of market orientation in an agricultural value chain in an emergi...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...
Marketing orientation is both the key objective of most food producers and their biggest challenge. ...