Skip to main content
Taylor & Francis Group Logo
Advanced Search

Click here to search books using title name,author name and keywords.

  • Login
  • Hi, User  
    • Your Account
    • Logout
Advanced Search

Click here to search books using title name,author name and keywords.

Breadcrumbs Section. Click here to navigate to respective pages.

Book

Market Orientation

Book

Market Orientation

DOI link for Market Orientation

Market Orientation book

Transforming Food and Agribusiness around the Customer

Market Orientation

DOI link for Market Orientation

Market Orientation book

Transforming Food and Agribusiness around the Customer
ByMartin Hingley, Paul Custance, Adam Lindgreen
Edition 1st Edition
First Published 2010
eBook Published 10 May 2016
Pub. Location London
Imprint Routledge
DOI https://doi.org/10.4324/9781315593968
Pages 394
eBook ISBN 9781315593968
Subjects Economics, Finance, Business & Industry, Food Science & Technology
Share
Share

Get Citation

Hingley, M., & Custance, P. (2010). Market Orientation: Transforming Food and Agribusiness around the Customer (A. Lindgreen, Ed.) (1st ed.). Routledge. https://doi.org/10.4324/9781315593968

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

ByBy Erik M. van Raaij

chapter 2|24 pages

Implementing Market Orientation in Industrial Firms: A Multiple Case Study¿

ByBy Michael B. Beverland and Adam Lindgreen

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

ByBy Stefanie Bröring

chapter 4|14 pages

Business-to-Business Brand Orientation

ByBy Michael B. Beverland

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

ByBy Philip Leat, Cesar Revoredo-Giha, Beata Kupiec-Teahan

chapter 6|14 pages

Production and Marketing Innovation in the Argentine Beef Sector: The Prinex Case

ByBy Hernán Palau, Sebastián Senesi, Fernando Vilella

chapter 7|18 pages

Agricultural Cooperatives and Market Orientation: A Challenging Combination?

ByBy Jos Bijman

chapter 8|16 pages

Can Cooperatives Build and Sustain Brands?

ByBy Michael B. Beverland

chapter 9|16 pages

Role of Market Orientation in Improving Business Performance: Empirical Evidence from Indian Seafood Processing Firms

ByBy Smitha Nair

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

ByBy Marja-Riitta Kottila, Päivi Rönni

chapter 11|20 pages

Marketing Research and Sensory Analysis: A Reasoned Review and Agenda of Their Contribution to Market Orientation in the Food Industry

ByBy Alessio Cavicchi, Maria Rosaria Simeone, Cristina Santini, Lucia Bailetti

chapter 12|22 pages

Market Orientation When Customers Seem Content With the Status Quo: Observations From Indian Agri-business and a Case Study

ByCase Study By S.P. Raj and Atanu Adhikari

chapter 13|16 pages

Breaking the Mould: Characteristics and Consequences of Becoming Market Oriented in Australian Meat Retailing

ByBy Andrea Insch

chapter 14|18 pages

Are Consumers Ready for Radio Frequency Identification (RFID)? The Dawn of a New Market Orientation Area

ByBy Luís Kluwe Aguiar, Freddy Brofman, Márcia Dutra Barcellos

chapter 15|12 pages

Interrelationship Between Ethnicity and International Trade of Greek Virgin Olive Oil

ByGreek Virgin Olive Oil By Georges Vlontzos and Marie-Noëlle Duquenne

chapter 16|12 pages

Organic Wine: Perceptions and Choices of Italian Consumers

ByBy Marco Platania, Donatella Privitera

part IV|2 pages

Market Orientation For Specialty Products

chapter 17|18 pages

Consumer Values and the Choice of Specialty Foods: The Case of the Oliva Ascolana del Piceno (Protected Designation of Origin)

ByBy Alessio Cavicchi, Armando Maria Corsi

chapter 18|18 pages

The Process and Critical Success Factors of Evolving From Product Excellence to Market Excellence: The Case of Mastiha in Chios, Greece

ByBy Christos Fotopoulos, Ilias P. Vlachos, George Maglaras

chapter 19|16 pages

A Study of a High Value Coconut Product: The Midrib Basket Market Chain in Vietnam

ByBy Menno Keizer, Nguyen Thi Le Thuy

chapter 20|14 pages

Old World Wineries and Market Orientation: Empirical Evidence From the Italian Wine Industry

ByBy Cristina Santini, Alessio Cavicchi, Vincenzo Zampi
T&F logoTaylor & Francis Group logo
  • Policies
    • Privacy Policy
    • Terms & Conditions
    • Cookie Policy
    • Privacy Policy
    • Terms & Conditions
    • Cookie Policy
  • Journals
    • Taylor & Francis Online
    • CogentOA
    • Taylor & Francis Online
    • CogentOA
  • Corporate
    • Taylor & Francis Group
    • Taylor & Francis Group
    • Taylor & Francis Group
    • Taylor & Francis Group
  • Help & Contact
    • Students/Researchers
    • Librarians/Institutions
    • Students/Researchers
    • Librarians/Institutions
  • Connect with us

Connect with us

Registered in England & Wales No. 3099067
5 Howick Place | London | SW1P 1WG © 2021 Informa UK Limited