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Strategic Marketing Relations In The Beekeeping Sector In Ruse District

Author

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  • Lyubomir Lyubenov

    (‘Angel Kanchev’ University, Rousse)

Abstract

Farms are facing a marketing problem (difficult realization and low competitiveness), which requires strategic relationship marketing at sectoral (beekeeping, etc.) and regional level - Ruse district, etc. The aim is to study the role and importance of vertical relationships for developing the beekeeping sector in Ruse district. The grounds for the formation of relationships in the beekeeping sector in Ruse district and the opportunities for their vertical development through B2C (business client) and B2B (business business) relationships are analyzed. The strategic relations at sectoral (beekeeping) and regional level (Ruse district) open access to markets, resources, know-how, etc., creating preconditions for increasing the national and international competitiveness and profitability of the sector and the region, as well as overcoming regional and sectoral problems. Beekeeping farms in Ruse region can be equal partners, incl. leaders in vertical marketing systems (VMS) of bee and other products, mainly through sectoral and regional relationships, which will provide them with stronger positions compared to other members of the distribution channels - suppliers, intermediaries, traders and others. They need to switch to vertical relationships for more profitable sales of their products, focusing on direct sales to end users and participation in VMS.

Suggested Citation

  • Lyubomir Lyubenov, 2021. "Strategic Marketing Relations In The Beekeeping Sector In Ruse District," Business Management, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, issue 4 Year 20, pages 78-94.
    • Handle: RePEc:dat:bmngmt:y:2021:i:4:p:78-94
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    File URL: http://hdl.handle.net/10610/4591
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    Cited by:

    1. Miroslav Čavlin & Nedeljko Prdić & Svetlana Ignjatijević & Jelena Vapa Tankosić & Nemanja Lekić & Sara Kostić, 2023. "Research on the Determination of the Factors Affecting Business Performance in Beekeeping Production," Agriculture, MDPI, vol. 13(3), pages 1-22, March.

    More about this item

    Keywords

    B2B (business-business) relationships; B2C (business-client); VMS (vertical marketing systems);
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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