This paper explores the importance of a producer’s market orientation on their subjective performance within agricultural commodity markets. Using a structural equation model of beef producers, our findings suggest that market oriented firms are highly innovative and achieve superior...

A market orientation has been shown to lead to improved firm performance in a variety of industries (Narver and Slater, 1990; Deshpande et al., 1993). In previous research, it has been argued that performance benefits are a result of a greater awareness of the sources of value the product provides...

Over the past three decades the globalization in agri-food sector has been accompanied by a dramatic restructuring, liberalization and privatization of markets often with serious adverse consequences for small farmers in developing and transition countries. Consequently, governments and the...