search query: @freeterm value chains / total: 13
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| Author: | Grunert, K.G. (et al.) |
| Title: | Market orientation of value chains: A conceptual framework based on four case studies from the food industry |
| Journal: | European Journal of Marketing
2005 : VOL 39:5-6, p. 428-455 |
| Index terms: | Market orientation Food industry Case studies Nordic countries South America Asia |
| Freeterms: | Value chains |
| Language: | eng |
| Abstract: | Extending the concept of market orientation (hereafter as: m-o.) from the firm to the value chain (here as: v-ch./v-chs.) level, this paper aims to develop empirically founded propositions on determinants of different levels of m-o. of v-chs., using four case studies within the areas of agribusiness and fisheries. Among further results, degree of market orientation of v-chs. is found to be related to degree of heterogeneity and dynamism of end-users served, nature of chain relationships, regulations and prevailing mental models of decision-makers. |
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