| Market Orientation in Food and Agriculture 1996 Edition Contributor(s): Grunert, Klaus Günter (Author), Larsen, Hanne Hartvig (Author), Madsen, Tage Koed (Author) |
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ISBN: 0792396499 ISBN-13: 9780792396499 Publisher: Springer OUR PRICE: $161.49 Product Type: Hardcover - Other Formats Published: November 1995 Annotation: What is market orientation in the food sector, and how can food companies become more market-oriented? This book investigates these questions through an empirical study of selected Danish food companies and their activities in three important export markets: France, Germany, and the United Kingdom. The book is divided into three sections. The first explores the concept of market orientation and how it relates to developing competitive advantage. The second discusses in detail how market knowledge can be gained, and the final section focuses on how this knowledge, once generated, can be put to use in a food company during process and product development. |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General - Business & Economics | Management Science - Drama | Shakespeare |
| Dewey: 338.1 |
| LCCN: 95040918 |
| Physical Information: 0.9" H x 6.5" W x 9.58" (1.33 lbs) 284 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: 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. |
