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| Author: | Ellis, N. Jack, G. Higgins, M. |
| Title: | (De)constructing the market for animal feeds: A discursive study |
| Journal: | Journal of Marketing Management
2005 : FEB, VOL 21:1-2, p. 117-146 |
| Index terms: | Marketing Management Agriculture Food industry Retailing Supply chain Distribution Case studies United Kingdom |
| Language: | eng |
| Abstract: | This paper presents an empirical study of marketing (henceforth as: m-ting.) management within the farm supply industry with the focus on 'upstream' m-ting. to farmers standing in contrast to the majority of 'downstream' research into either m--ting. by farmers or into institutional supply chain arrangements. Drawing on a case study of a firm supplying animal feeds to U.K. farmers, an interview and documentary evidence is deployed to deconstruct m-ting. discourses within the agri-food (here as: a-f.) sector. The study demonstrates a highly involved set of market structures and practices, situated within a hierarchy of customer-based discourses. The study aims to denaturalise the assumption that 'the market' for animal feeds is an objective, and self-producing social fact. It is sought to show how the discursive production of supply chain positions and organizational types plays a part in structuring the world of a-f. inter-organizational relationships and establishes some of the 'facts' about the world(s) into which m-ting. managers act. |
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