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A Marketing Approach to Commodity Futures Exchanges: A Case Study of the Dutch Hog Industry

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  • Matthew T. G. Meulenberg
  • Joost M. E. Pennings

Abstract

This paper proposes a marketing strategic approach to commodity futures exchanges to optimise the (hedging) services offered. First, the environment of commodity futures exchanges is examined. Second, the threats and opportunities of commodity futures exchanges are analysed. Our analysis demonstrates that market orientation is an important element in the market strategies of commodity futures exchanges. Our market strategic framework is applied to the Dutch hog futures market. It is concluded that market penetration is an appropriate strategy. Consequently, to identify the variables that distinguish between farmers who initiate futures positions and farmers who do not, we conducted a discriminant analysis on data gathered from 418 Dutch hog farmers. The discriminant analysis shows that latent variables, such as farmers' perceived performance, farmers' reference price and farmers' market orientation, are important discriminating variables. Furthermore, farmers' cash market behaviour (in terms of the frequency of selling in the spot market) is an important discriminating variable as well. The usefulness of these results as input for a penetration policy is demonstrated.

Suggested Citation

  • Matthew T. G. Meulenberg & Joost M. E. Pennings, 2002. "A Marketing Approach to Commodity Futures Exchanges: A Case Study of the Dutch Hog Industry," Journal of Agricultural Economics, Wiley Blackwell, vol. 53(1), pages 51-64, March.
    • Handle: RePEc:bla:jageco:v:53:y:2002:i:1:p:51-64
    DOI: 10.1111/j.1477-9552.2002.tb00005.x
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    Cited by:

    1. Fabio L. Mattos & Jamie Zinn, 2016. "Formation and adaptation of reference prices in grain marketing: an experimental study," Agricultural Economics, International Association of Agricultural Economists, vol. 47(6), pages 621-632, November.
    2. Morales, C. & Garrido, Alberto & Palinkas, Peter & Szekely, Csaba, 2008. "Risks Perceptions and Risk Management Instruments in the European Union: do farmers have a clear idea of what they need?," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 43956, European Association of Agricultural Economists.

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