Market Orientation in Food and Agriculture

AvKlaus Günter Grunert,Hanne Hartvig Larsen

Inbunden, Engelska, 1995

1 589 kr

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Häftad

1 589 kr

Beskrivning

What is market orientation in the food sector, and how can food companies become more market-oriented? This book investigates these questions through an empirical study of selected Danish food companies and their activities in three important export markets: France, Germany, and the United Kingdom. The book is divided into three sections. The first explores the concept of market orientation and how it relates to developing competitive advantage. The second discusses in detail how market knowledge can be gained, and the final section focuses on how this knowledge, once generated, can be put to use in a food company during process and product development.

Produktinformation

Utgivningsdatum:1995-11-30
Mått:156 x 234 x 22 mm
Vikt:629 g
Format:Inbunden
Språk:Engelska
Antal sidor:284
Upplaga:1996
Förlag:Kluwer Academic Publishers
ISBN:9780792396499

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Recensioner i media

'The strength of the book lies in the way it develops a conceptual framework ... ... a valuable contribution to the subject of market orientation in food marketing. ... a useful reference for company managers and marketing students, particularly whose who are interested in the strategic aspects of market orientation and product development.' European Review of Agricultural Economics

Innehållsförteckning

I: Introduction.- 1: Market orientation, product development and competitive advantage.- II: Generating market intelligence.- 2: The systematic generation of market intelligence.- 3: Analysing consumers at the aggregate level.- 4: Analysing consumers at the individual level.- 5: Analysing distributors at the aggregate level.- 6: Analysing distributors at the organisational level.- 7: Case: The generation of market intelligence in a medium-sized food company.- III: Developing market responsiveness and profitability.- 8: A framework for understanding market responsiveness.- 9: Short- and medium-term product and process development.- 10: Long-term development of firm and industry.- 11: Developing supplier and customer relations.- IV: Conclusion.- 12: Market orientation and agriculture: Summary, implications and research perspectives.- References.