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Competitive strategies among Ontario farms marketing direct to consumers

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  • Eric T. Micheels

    (University of Saskatchewan)

  • Andreas Boecker

    (University of Guelph)

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.

Suggested Citation

  • Eric T. Micheels & Andreas Boecker, 2017. "Competitive strategies among Ontario farms marketing direct to consumers," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 5(1), pages 1-23, December.
    • Handle: RePEc:spr:agfoec:v:5:y:2017:i:1:d:10.1186_s40100-017-0079-8
    DOI: 10.1186/s40100-017-0079-8
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    2. Ronaldo Tavares Souza, 2020. "Box-scheme as alternative food network—the economic integration between consumers and producers," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-25, December.
    3. Sagit Barel-Shaked, 2023. "Network-based business model in the agri-food sector: A case study of Green Fingers," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 69(4), pages 162-170.
    4. Lucia Baldi & Danilo Bertoni & Giuseppina Migliore & Massimo Peri, 2019. "How alternative food networks work in a metropolitan area? An analysis of Solidarity Purchase Groups in Northern Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-21, December.

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