Market Orientation in Food and Agriculture

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...

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Bibliographic Details
Main Authors: Grunert, Klaus Günter, Larsen, Hanne Hartvig (Author), Madsen, Tage Koed (Author), Baadsgaard, Allan (Author)
Format: eBook
Published: New York, NY Springer US 1996, 1996
Edition:1st ed. 1996
Online Access:
Collection: Springer Book Archives -2004 - Collection details see MPG.ReNa
Table of Contents:
  • I: Introduction
  • 1: Market orientation, product development and competitive advantage
  • II: Generating market intelligence
  • 2: The systematic generation of market intelligence
  • 3: Analysing consumers at the aggregate level
  • 4: Analysing consumers at the individual level
  • 5: Analysing distributors at the aggregate level
  • 6: Analysing distributors at the organisational level
  • 7: Case: The generation of market intelligence in a medium-sized food company
  • III: Developing market responsiveness and profitability
  • 8: A framework for understanding market responsiveness
  • 9: Short- and medium-term product and process development
  • 10: Long-term development of firm and industry
  • 11: Developing supplier and customer relations
  • IV: Conclusion
  • 12: Market orientation and agriculture: Summary, implications and research perspectives
  • References