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Segmentation And Differentiation Of Agri-Food Niche Markets: Examples From The Literature

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  • Phillips, Jon C.
  • Peterson, H. Christopher

Abstract

ABSTRACT Niche marketing has recently received a great deal of attention in the agri-food trade press and in academic circles as a legitimate strategy for small- and medium-sized agri-food firms. Due to the limited theoretical treatment of agri-food niche marketing strategy, the paper will apply marketing concepts from the general management literature (e.g., Porter; Linneman and Stanton) to agri-food industries. The first objective of the paper is to introduce the three elements of niche marketing strategies and show how these elements can be used to form a strategy identification matrix. The matrix is intended to be used by agribusiness decision makers to assist in the development of niche marketing strategies. The second objective is to provide examples of successful niche marketing strategies that have appeared in the literature related to agricultural markets. More than forty such examples have been identified and collected. These case studies will be analyzed, and their relationship to the niche strategy matrix will be examined.

Suggested Citation

  • Phillips, Jon C. & Peterson, H. Christopher, 2001. "Segmentation And Differentiation Of Agri-Food Niche Markets: Examples From The Literature," Staff Paper Series 11481, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    • Handle: RePEc:ags:midasp:11481
    DOI: 10.22004/ag.econ.11481
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    References listed on IDEAS

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    1. Jain, Subhash C., 1994. "Global Competitiveness in the Beer Industry: A Case Study," Research Reports 25161, University of Connecticut, Food Marketing Policy Center.
    2. John A. Fox, 1995. "Determinants of Consumer Acceptability of Bovine Somatotropin," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 17(1), pages 51-62.
    3. Gary W. Brester, 1999. "Vertical Integration of Production Agriculture Into Value-Added Niche Markets: The Case of Wheat Montana Farms & Bakery," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 21(1), pages 276-285.
    4. Kazmierczak, Tamra Kirkpatrick & Bell, James B., 1995. "A niche marketing guide for lamb cooperatives," Research Reports 49825, United States Department of Agriculture, Rural Development.
    5. Chris T. Bastian & Deborah M. Oakley-Simpson & Donald M. McLeod & Dale J. Menkhaus & Dan Alsup & Jeff Ogden & Glen D. Whipple, 1999. "Niche Market Potential: The Case of the U.S. Craft Brewing Industry," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 21(2), pages 552-562.
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    1. Margo P. M. Enthoven & Aleid E. Brouwer, 2020. "Investigating spatial concentration of sustainable restaurants: It is all about good food!," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 64(3), pages 575-594, June.

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