Insights into how small agribusinesses acquire, process, and use market intelligence are critical to improving their marketing competencies and to understanding practices that lead to better business performance. However, the current body of literature is limited in this topic. We apply the...

This study examines how marketing strategies of produce managers affect consumer expenditures for fresh fruit. A non-linear Almost Ideal Demand System was used to model the share equations for Gala apples, Fuji apples, Red Delicious apples, other sweet apples, tart apples, pears, bananas, and...

This research examines how fluctuations in quality affect consumer expenditures for fresh fruit at the retail level. This paper examines how consumers’' purchasing behaviors react to changes in fresh fruit quality by quantifying quality characteristics based on weekly observations. A four-point...

China is a market of great interest to the agricultural and agribusiness industries, but many firms have reported difficulties in establishing themselves there. A closer look at the approaches used by a successful industry will help other industries and firms prepare themselves for the Chinese...

This research examines how consumer purchasing responds to changes in advertised feature sizes and placements within weekly in-store fliers. The weekly-featured advertisements were measured in square inches and the different advertisement placements within the weekly flier included front, back,...

Deciding how to coordinate activities can be a challenge posed in any marketing chain. This case involves an agricultural cooperative that has focused entirely on marketing raw sugar cane for additional refinement. Recent dramatic shifts in the sector have caused the members of the cooperative...