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Market Orientation
DOI link for Market Orientation
Market Orientation book
Market Orientation
DOI link for Market Orientation
Market Orientation book
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ABSTRACT
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.
TABLE OF CONTENTS
part |2 pages
Part I Implementing Market Orientation
chapter 1|24 pages
Making the Transformation Toward a Market-orientated Organisation: A Review of the Literature
chapter 2|24 pages
Implementing Market Orientation in Industrial Firms: A Multiple Case Study¿
part |2 pages
Part II Marketing Agricultural Products
chapter 3|16 pages
Moving Toward Market Orientation in Agri-food Chains: Challenges for the Feed Industry
chapter 5|22 pages
Improving Market Orientation in the Scottish Beef Supply Chain Through Performance-related Communications: The Case of the McIntosh Donald Beef Producer Club and Qboxanalysis
chapter 6|14 pages
Production and Marketing Innovation in the Argentine Beef Sector: The Prinex Case
chapter 7|18 pages
Agricultural Cooperatives and Market Orientation: A Challenging Combination?
chapter 9|16 pages
Role of Market Orientation in Improving Business Performance: Empirical Evidence from Indian Seafood Processing Firms
part |2 pages
Part III Market Orientation in the Downstream Food Chain
chapter 10|16 pages
Communication Between Actors of Food Chains: Case Studies of Two Organic Food Chains in Finland
chapter 11|20 pages
Marketing Research and Sensory Analysis: A Reasoned Review and Agenda of Their Contribution to Market Orientation in the Food Industry
chapter 12|22 pages
Market Orientation When Customers Seem Content With the Status Quo: Observations From Indian Agri-business and a Case Study
chapter 13|16 pages
Breaking the Mould: Characteristics and Consequences of Becoming Market Oriented in Australian Meat Retailing
chapter 14|18 pages
Are Consumers Ready for Radio Frequency Identification (RFID)? The Dawn of a New Market Orientation Area
chapter 15|12 pages
Interrelationship Between Ethnicity and International Trade of Greek Virgin Olive Oil
chapter 16|12 pages
Organic Wine: Perceptions and Choices of Italian Consumers
part IV|2 pages
Market Orientation For Specialty Products