Market Orientation in Food and AgricultureSpringer Science & Business Media, 06.12.2012 - 284 Seiten In the fall of 1990, the Danish government started a comprehensive research pro gramme to improve the competitiveness of the Danish food sector: The Research and Development Programme in the Danish Food Sector (Det F!Ildevareteknologiske Forsk nings- og Udviklingsprogram, F0TEK). The programme was based on a combination of basic research to be carried out by universities and other research institutions, and a series of collaboration projects between researchers and food companies. The programme was originally designed as a technological research programme. However, in the planning phases of the research programme, the view that the development of new technologies and products may not be sufficient to improve competitiveness made some ground. A small comer of the overall research effort was therefore set aside for market-oriented research. This comer was filled by the research programme Market-based process and product innovation in the food sector (MAPP). MAPP was a joint research programme in which researchers from several Danish universities and business schools participated; it was coordinated by the Aarhus School of Business. MAPP set out to achieve a difficult task: to conduct high quality research on various aspects of the marketing of food products, to do so in cooperation with food companies, and to win under standing and recognition from the colleagues in the food technology departments. |
Inhalt
1 | |
Generating market intelligence | 19 |
Analysing consumers at the aggregate level | 29 |
value perception | 73 |
Analysing distributors at the aggregate level | 113 |
Analysing distributors at the organisational level | 143 |
Retailers buying behaviour | 151 |
Implications | 162 |
Developing market responsiveness and profitability | 179 |
Short and mediumterm product | 195 |
Longterm development of firm and industry | 209 |
Developing supplier and customer relations | 227 |
Conclusion | 243 |
References | 255 |
269 | |
Andere Ausgaben - Alle anzeigen
Market Orientation in Food and Agriculture Klaus Günter Grunert,Hanne Hartvig Larsen,Tage Koed Madsen,Allan Baadsgaard Eingeschränkte Leseprobe - 1995 |
Market Orientation in Food and Agriculture Klaus Günter Grunert,Hanne Hartvig Larsen,Tage Koed Madsen,Allan Baadsgaard Keine Leseprobe verfügbar - 2011 |
Market Orientation in Food and Agriculture Klaus Gunter Grunert,Professor Hanne Hartvig Larsen,Tage Koed Madsen Keine Leseprobe verfügbar - 1995 |
Häufige Begriffe und Wortgruppen
Aarhus School analysis average bake-off products Britain buying behaviour Carrefour chapter company's competitive advantage competitors concept conjoint analysis cooking Copenhagen Business School costs Danish pastry decision-making decisions distributors eating evaluation evolutionary economics experienced quality fat content focus groups food companies food consumer food industry food products food-related lifestyle Germany Grunert hard discounters household important intercultural competence interested Intermarché intrinsic quality cues involved Journal of Marketing labels manufacturers market intelligence market orientation market responsiveness market share market-oriented Marks & Spencer meals Odense University organisational packaging perceived value perceptual mapping positional advantage product category product characteristics product development process product innovation Promodès purchase motives quality aspects quality perception regard relationship relevant resource-based view resources and competences retail groups retail structure School of Business segment sensory sensory analysis skills snacks store types strategy supermarket suppliers taste Tengelmann TFQ model value perception