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Farm business marketing behavior and strategic groups in agriculture

Author

Listed:
  • Fraser McLeay

    (Department of Agricultural Economics and Food Marketing, University of Newcastle upon Tyne, Newcastle upon Tyne, NE 1 7RU, United Kingdom)

  • Sandra Martin

    (Department of Farm Management, Lincoln University, New Zealand)

  • Tony Zwart

    (Marketing, Lincoln University, New Zealand)

Abstract

In the agricultural marketing literature the marketing activities of individual farmers are not adequately described, and it is often assumed that the strategic behavior of farmers is relatively homogeneous. Likewise, the farm management discipline does not emphasise the marketing behavior of farmers. This contrasts with the business management literature that places considerable emphasis on the marketing and strategic activities of individual firms. Strategic group studies empirically identify groups of firms within an industry that follow similar business strategies. Although the investigation of strategic groups within the agribusiness sector has been identified as an important area for future research, only a small number of studies have examined strategic groups at the farm business level. This article presents the results of an analysis of farm business marketing and strategic management processes. These show that strategic groups of New Zealand intensive crop farmers exist, and the marketing, business, and management characteristics associated with following each distinctive strategy are described. © 1996 John Wiley & Sons, Inc.

Suggested Citation

  • Fraser McLeay & Sandra Martin & Tony Zwart, 1996. "Farm business marketing behavior and strategic groups in agriculture," Agribusiness, John Wiley & Sons, Ltd., vol. 12(4), pages 339-351.
    • Handle: RePEc:wly:agribz:v:12:y:1996:i:4:p:339-351
    DOI: 10.1002/(SICI)1520-6297(199607/08)12:4<339::AID-AGR4>3.0.CO;2-#
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    References listed on IDEAS

    as
    1. Martin, Sandra & Pittaway, Stewart & McCrea, Peter, 1990. "Strategic Planning Techniques and Their Potential Application to Farm Management Problems," 1990 Conference (34th), February 13-15, 1990, Brisbane, Australia 145212, Australian Agricultural and Resource Economics Society.
    2. William D. Dobson & Jay T. Akridge, 1989. "Establishing agribusiness research priorities and coordinating agribusiness research," Agribusiness, John Wiley & Sons, Ltd., vol. 5(4), pages 315-333.
    3. R. E. Westgren & S. T. Sonka & K. K. Litzenberg, 1988. "Strategic issue identification among agribusiness firms," Agribusiness, John Wiley & Sons, Ltd., vol. 4(1), pages 25-37.
    4. Wright, Vic, 1989. "Agribusiness Management and Farm Management: Some Parallels and Their Implications," 1989 Conference (33rd), February 7-9, 1989, Christchurch, New Zealand 144893, Australian Agricultural and Resource Economics Society.
    5. Loyns, R.M.A. & Martin, L.J. & Ashmead, Ralph W. & McCorquodale, B.L., 1986. "Toward An Improved Model Of Farm Management: The Case For Including Marketing," Papers 124346, University of Manitoba, Department of Agribusiness and Agricultural Economics.
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    Cited by:

    1. Christopher Ritson, 1997. "Marketing, Agriculture And Economics: Presidential Address," Journal of Agricultural Economics, Wiley Blackwell, vol. 48(1‐3), pages 279-299, January.
    2. Nigel D. Poole, 2000. "Production and Marketing Strategies of Spanish Citrus Farmers," Journal of Agricultural Economics, Wiley Blackwell, vol. 51(2), pages 210-223, May.
    3. L. Tsourgiannis & M. Warren & A. Karasavvoglou & J. Eddison, 2012. "Marketing Strategies for the Primary Sector: An Empirical Study," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 147-178.
    4. S. Martin & F. McLeay, 1998. "The Diversity of Farmers' Risk Management Strategies in a Deregulated New Zealand Environment," Journal of Agricultural Economics, Wiley Blackwell, vol. 49(2), pages 218-233, June.
    5. Inderhees, Philipp & Theuvsen, Ludwig, 2006. "Farmers' strategies in globalization markets: Empirical results from Germany," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10053, European Association of Agricultural Economists.
    6. Dmitry A. Ruban & Natalia N. Yashalova, 2022. "Corporate Web Positioning as a Strategic Communication Tool in Agriculture," Agriculture, MDPI, vol. 12(8), pages 1-16, July.
    7. Theuvsen, Ludwig & Heyder, Matthias & Niederhut-Bollmann, Christoph, 2010. "Does Strategic Group Membership Affect Firm Performance? An Analysis of the German Brewing Industry," Journal of International Agricultural Trade and Development, Journal of International Agricultural Trade and Development, vol. 59(2).
    8. Urquhart, Julie & Courtney, Paul, 2011. "Seeing the owner behind the trees: A typology of small-scale private woodland owners in England," Forest Policy and Economics, Elsevier, vol. 13(7), pages 535-544, September.
    9. Theuvsen, Ludwig & Heyder, Matthias & Niederhut-Bollmann, Christoph, 2010. "Does Strategic Group Membership Affect Firm Performance? An Analysis of the German Brewing Industry," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 59(02), pages 1-16, June.
    10. Bronsema, Hauke & Stratmann, Janine & Schlosser, Katharina & Theuvsen, Ludwig, 2014. "Wachstumsstrategien Von Familiengeführten Milchviehbetrieben Mit Fremdarbeitskräften," 54th Annual Conference, Goettingen, Germany, September 17-19, 2014 187444, German Association of Agricultural Economists (GEWISOLA).
    11. Bensemann, Jessica & Shadbolt, Nicola, 2015. "Farmers’ Choice of Marketing Strategy: A Study of New Zealand Lamb Producers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(3), pages 1-33, September.
    12. Bronsema, H. & Stratmann, J. & Schlosser, K. & Theuvsen, L., 2015. "Wachstumsstrategien von familiengeführten Milchviehbetrieben mit Fremdarbeitskräften," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 50, March.

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