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The Financial Performance Implications of Differential Marketing Strategies: Exploring Farms that Pursue Local Markets as a Core Competitive Advantage

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  • Bauman, Allison
  • Thilmany McFadden, Dawn
  • Jablonski, Becca B. R.

Abstract

This study explores how participation in direct and intermediated marketing channels and key operational factors influence agricultural producers’ financial performance. Accordingly, we divide the sample of local and regional food marketers into quartiles segmented by profitability performance as an initial exploration of how strong and weak performance may vary across scale, location, and choice of direct and intermediated channels. Moreover, other financial metrics that vary across types of producers and performance-based quartiles are analyzed. This paper provides initial evidence that participation in direct and intermediated markets may allow farms of any scale of sales volume to be financially viable.

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  • Bauman, Allison & Thilmany McFadden, Dawn & Jablonski, Becca B. R., 2018. "The Financial Performance Implications of Differential Marketing Strategies: Exploring Farms that Pursue Local Markets as a Core Competitive Advantage," Agricultural and Resource Economics Review, Cambridge University Press, vol. 47(3), pages 477-504, December.
    • Handle: RePEc:cup:agrerw:v:47:y:2018:i:03:p:477-504_00
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    Cited by:

    1. Emily H. Morgan & Michelle M. Severs & Karla L. Hanson & Jared McGuirt & Florence Becot & Weiwei Wang & Jane Kolodinsky & Marilyn Sitaker & Stephanie B. Jilcott Pitts & Alice Ammerman & Rebecca A. Seg, 2018. "Gaining and Maintaining a Competitive Edge: Evidence from CSA Members and Farmers on Local Food Marketing Strategies," Sustainability, MDPI, vol. 10(7), pages 1-21, June.
    2. Nicole Didero & Marco Costanigro & Becca B. R. Jablonski, 2021. "Promoting farmers market via information nudges and coupons: A randomized control trial," Agribusiness, John Wiley & Sons, Ltd., vol. 37(3), pages 531-549, July.
    3. Karing’u kelvin Njuguna & Hezron Nyarindo Isaboke & Samuel Njiri Ndirangu, 2022. "Determinants of smallholders’ choice of avocado marketing outlets and profitability in Murang’a County, Kenya," SN Business & Economics, Springer, vol. 2(8), pages 1-25, August.
    4. Pierre Chiaverina & Sophie Drogué & Florence Jacquet & Larry Lev & Robert King, 2023. "Does short food supply chain participation improve farm economic performance? A meta‐analysis," Agricultural Economics, International Association of Agricultural Economists, vol. 54(3), pages 400-413, May.
    5. Sophie Kelmenson, 2023. "Between the farm and the fork: job quality in sustainable food systems," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(1), pages 317-358, March.
    6. Beatriz García-Cornejo & José A. Pérez-Méndez & David Roibás & Alan Wall, 2020. "Efficiency and Sustainability in Farm Diversification Initiatives in Northern Spain," Sustainability, MDPI, vol. 12(10), pages 1-18, May.
    7. Rahe, Mallory L. & Tsay, Juo-Han & Low, Sarah A., 2023. "Vendor persistence and sales growth 2019-2021: Evidence from five rural Oregon farmers markets," 2023 Annual Meeting, July 23-25, Washington D.C. 336002, Agricultural and Applied Economics Association.
    8. Jeffrey K. O'Hara & Nony Dutton & Nick Stavely, 2022. "The influence of farmers markets' characteristics on vendor sales," Agribusiness, John Wiley & Sons, Ltd., vol. 38(2), pages 295-311, April.
    9. Becca B. R. Jablonski & Martha Sullins & Dawn Thilmany McFadden, 2019. "Community-Supported Agriculture Marketing Performance: Results from Pilot Market Channel Assessments in Colorado," Sustainability, MDPI, vol. 11(10), pages 1-14, May.
    10. Marilyn Sitaker & Jared T. McGuirt & Weiwei Wang & Jane Kolodinsky & Rebecca A. Seguin, 2019. "Spatial Considerations for Implementing Two Direct-to-Consumer Food Models in Two States," Sustainability, MDPI, vol. 11(7), pages 1-23, April.
    11. Dono, Gabriele & Buttinelli, Rebecca & Cortignani, Raffaele, 2022. "Financial performance of connected Agribusiness activities in Italian agriculture," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 11(2), July.
    12. Becca B. R. Jablonski & Michael Carolan & James Hale & Dawn Thilmany McFadden & Erin Love & Libby Christensen & Tabitha Covey & Laura Bellows & Rebecca Cleary & Olaf David & Kevin E. Jablonski & Andre, 2019. "Connecting Urban Food Plans to the Countryside: Leveraging Denver’s Food Vision to Explore Meaningful Rural–Urban Linkages," Sustainability, MDPI, vol. 11(7), pages 1-18, April.
    13. Jablonski, Becca B.R. & Pender, John & Bauman, Allison & Rupasingha, Anil & Clark, Jill K., 2023. "Stocks of Wealth and the Value-Added Food and Agriculture Sector," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 48(3), September.
    14. Brian Lee & Jhih‐Yun Liu & Hung‐Hao Chang, 2020. "The choice of marketing channel and farm profitability: Empirical evidence from small farmers," Agribusiness, John Wiley & Sons, Ltd., vol. 36(3), pages 402-421, June.
    15. Becca B.R. Jablonski & Allison Bauman & Dawn Thilmany, 2021. "Local Food Market Orientation and Labor Intensity," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(3), pages 916-934, September.
    16. Enthoven, Laura & Van den Broeck, Goedele, 2021. "Local food systems: Reviewing two decades of research," Agricultural Systems, Elsevier, vol. 193(C).
    17. Ogawa, Keishi & Garrod, Guy & Yagi, Hironori, 2023. "Sustainability strategies and stakeholder management for upland farming," Land Use Policy, Elsevier, vol. 131(C).
    18. Jozefine Nybom & Erik Hunter & Eric Micheels & Martin Melin, 2021. "Farmers’ strategic responses to competitive intensity and the impact on perceived performance," SN Business & Economics, Springer, vol. 1(6), pages 1-22, June.

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