Market Orientation in Food and Agriculture

by Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard

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

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Year of publication:	1996
Authors:	Grunert, Klaus G. ; Larsen, Hanne Hartvig ; Madsen, Tage Koed ; Baadsgaard, Allan
Publisher:	Boston, MA : Springer US
Subject:	Ernährungsindustrie \| Food industry \| Marktforschung \| Market research \| Lebensmittelmarkt \| Food market \| Dänemark \| Denmark \| Wettbewerbsstrategie \| Competitive strategy \| Großbritannien \| United Kingdom \| Konsumentenverhalten \| Consumer behaviour \| Frankreich \| France \| Deutschland \| Germany \| Internationale Betriebswirtschaftslehre \| International business research \| Marketingmanagement \| Marketing management \| Landwirtschaft \| Agriculture

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Extent:	Online-Ressource (300p) online resource
Type of publication:	Book / Working Paper
Language:	English
Notes:	I: Introduction1: 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.
ISBN:	978-1-4613-1301-4 ; 978-1-4612-8557-1
Other identifiers:	10.1007/978-1-4613-1301-4 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013522059