Lewis, Gemma; Crispin, Stuart; Bonney, Laurie; Woods, Megan - In: Journal of Research in Marketing and Entrepreneurship 16 (2014) 2, pp. 146-162
Purpose – The purpose of this paper is to explore how traditional agribusiness firms can differentiate their product through innovation and branding at the value chain level, through the application of entrepreneurial marketing (EM). Traditionally, fresh vegetable products have been marketed...