Competitive strategies among Ontario farms marketing direct to consumers

Agricultural and Food Economics

Eric T. Micheels¹  Andreas Boecker² 

[1] Department of Agricultural and Resource Economics, University of Saskatchewan;Department of Food, Agricultural and Resource Economics, University of Guelph;

关键词: Direct marketing;    Entrepreneurial orientation;    Market orientation;    Marketing innovation;    Product innovation;   

DOI  :  10.1186/s40100-017-0079-8

来源: DOAJ

【 摘 要 】

Abstract This paper examines the importance of two resources, namely a market orientation and an entrepreneurial orientation, in new product development and satisfaction with firm performance among direct and alternative marketers. Using a partial least squares structural equation model and data from a 2013 survey, this paper models the effect of a market orientation and entrepreneurial orientation on satisfaction with current performance and expected future performance for agricultural firms in Ontario, Canada. Our results show that a market orientation and entrepreneurial orientation are important factors in determining rates of product and marketing innovations among farm-based agribusinesses. These findings further demonstrate that a market orientation is a powerful resource as it enables firms to become aware of opportunities to provide superior value for consumers, especially when operating in non-traditional markets.

【 授权许可】

Unknown