This volume includes the full proceedings from the 1998 Academy of Marketing Science (AMS) Annual Conference held in Norfolk, Virginia. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behaviour, entrepreneurial...

Objective - The purpose of this paper is to investigate the ways rice producers work with other stakeholders to maximize business potential of rice agribusiness by identifying problems, suggesting solutions, and developing a stakeholders' participatory framework as a guideline tool for the...