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Creating A Delaer Level Integrated Marketing Model: A Grounded Theory Approach

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  • Downey, W. Scott

Abstract

The agricultural equipment industry is going through change, driven by world demand for food and the efficient production required to produce it. Equipment dealers have traditionally existed as privately owned distributors for equipment manufacturers, but are becoming marketing organizations on their own due to consolidation. This paper uses grounded theory to describe a model of how marketing integration is emerging within agricultural equipment dealerships. It suggests that formal strategy and informal culture must both be managed in order for integration to occur in progressive dealers.

Suggested Citation

  • Downey, W. Scott, 2012. "Creating A Delaer Level Integrated Marketing Model: A Grounded Theory Approach," Working papers 126931, Purdue University, Department of Agricultural Economics.
    • Handle: RePEc:ags:puaewp:126931
    DOI: 10.22004/ag.econ.126931
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    References listed on IDEAS

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    1. Alexander, Corinne E. & Boehlje, Michael & Downey, W. Scott & Gray, Allan W. & Gunderson, Michael A. & Roucan-Kane, Maud, 2009. "Serving Producers In Volatile Times Report From The 2008 Large Commercial Producer Survey," Working papers 56116, Purdue University, Department of Agricultural Economics.
    2. Harbor, Anetra L. & Martin, Marshall A. & Akridge, Jay T., 2008. "Assessing Input Brand Loyalty among U.S. Agricultural Producers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 11(1), pages 1-18, February.
    3. Hutton, James G., 1996. "Integrated marketing communications and the evolution of marketing thought," Journal of Business Research, Elsevier, vol. 37(3), pages 155-162, November.
    4. Trostle, Ronald, 2008. "Factors Contributing to Recent Increases in Food Commodity Prices (PowerPoint)," Seminars 43902, USDA Economists Group.
    5. Boehlje, Michael & Roucan-Kane, Maud, 2009. "Strategic Decision Making Under Uncertainty: Innovation and New Technology Introduction during Volatile Times1," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 12(4), pages 1-21, November.
    6. Bitsch, Vera, 2005. "Qualitative Research: A Grounded Theory Example and Evaluation Criteria," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 23(1), pages 1-17.
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    Agribusiness; Marketing;

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