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Branding and its consequences for German agribusiness

Author

Listed:
  • Jon H. Hanf

    (Department of Agricultural Economics, Justus-Liebig-University Giessen, Senckenbergstrasse 3, 35390 Giessen, Germany., E-mail. jon.h.hanf@agrar.uni-giessen.de)

  • Rainer Kühl

    (Department of Agricultural Economics, Justus-Liebig-University Giessen, Senckenbergstrasse 3, 35390 Giessen, Germany., E-mail. rainer.kuehl@agrar.uni-giessen.de)

Abstract

Today there is a clear consensus that customer orientation is a competitive necessity in order to survive in a market. In this article, the authors will analyze questions addressing brand management, especially the activities of retailers who are developing their own brands. As evidenced by the steady increase in market share for retail brands, nowadays consumers see little significant difference between retail brands and processor brands. Being the trustee of credence characteristics of food items, brands have to guarantee the correctness of their products throughout the whole food supply chain. In order to ensure this, vertical coordination mechanisms have to be installed. This is leading to competition among retail chains in the area of vertical coordination to ensure quality and to build brand equity. [EconLit citations: L220, L660, Q130.] © 2005 Wiley Periodicals, Inc. Agribusiness 21: 177-189, 2005.

Suggested Citation

  • Jon H. Hanf & Rainer Kühl, 2005. "Branding and its consequences for German agribusiness," Agribusiness, John Wiley & Sons, Ltd., vol. 21(2), pages 177-189.
    • Handle: RePEc:wly:agribz:v:21:y:2005:i:2:p:177-189
    DOI: 10.1002/agr.20042
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    Cited by:

    1. Renee B. KIM, 2012. "Determinants of brand equity for credence goods: Consumers' preference for country origin, perceived value and food safety," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 58(7), pages 299-307.
    2. Antonio Stasi & Francesco Diotallevi & Andrea Marchini, 2012. "Strategie di prezzo e profittabilit? nel mercato degli oli extra-vergine di oliva: un modello di analisi attraverso gli scanner data," RIVISTA DI ECONOMIA AGRARIA, FrancoAngeli Editore, vol. 0(1), pages 69-88.
    3. Juan C. Gázquez-Abad & Manuel Sánchez-Pérez, 2009. "Factors influencing olive oil brand choice in Spain: an empirical analysis using scanner data," Agribusiness, John Wiley & Sons, Ltd., vol. 25(1), pages 36-55.
    4. Chux Gervase Iwu & Christian Nedu Osakwe & Joseph Omotosho Ajayi, 2015. "Exploring the Effects of Brand Promotion and Brand Image Perception on Business Outcomes of Small-sized Agribusiness Firms," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(5), pages 1661-1669.
    5. Hanf, J. & Belaya, V., 2009. "The „Dark“ and the „Bright“ Sides of Power in Supply Chain Networks," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 44, March.
    6. Jon Henrich Hanf & Vera Belaya, 2008. "Retail internationalization and its impact on the Russian agri - food business," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 13(3), pages 239-252.
    7. Hanf, J.H. & Pieniadz, A., 2008. "Chain quality management in co-operatives," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 43, March.
    8. Gagalyuk, T. & Hanf, J., 2009. "Strategic Management of Food Networks: Are network goals necessary and achievable?," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 44, March.
    9. Hanf, Jon & Belaya, Vera, 2008. "Retail internationalization and ist impact on the Russian agri - food business," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 13(3), pages 239-252.
    10. Chao-Chien Chen & Hsiu-Ping Yueh & Chaoyun Liang, 2016. "Strategic Management of Agribusiness: Determinants and Trends," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 12(4), pages 69-97.
    11. Hanf, Jon Henrich & Pieniadz, Agata, 2007. "Chain Quality Management In Co-Operatives," 47th Annual Conference, Weihenstephan, Germany, September 26-28, 2007 7604, German Association of Agricultural Economists (GEWISOLA).
    12. Hanf, Jon Henrich & Pieniadz, Agata, 2007. "Quality Management in Supply Chain Networks - The Case of Poland," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 10(3), pages 1-27.
    13. Diotallevi, Francesco & Stasi, Antonio, 2010. "La domanda di olio extra-vergine di oliva nel Sud Italia.Quali le migliori strategie:brand leadership, private label o piccoli produttori? [The extra-virgin olive oil demand in South Italia.Whic ar," MPRA Paper 40480, University Library of Munich, Germany.
    14. Gagalyuk, Taras & Hanf, Jon Henrich, 2008. "Chain Management: All about Success," 110th Seminar, February 18-22, 2008, Innsbruck-Igls, Austria 49845, European Association of Agricultural Economists.
    15. Ewert, Joachim & Hanf, Jon, 2015. "Influence Strategies in South African Wine Value Chains," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 6(4), pages 1-12, November.
    16. Chen, Chao-Chien & Yueh, Hsiu-Ping & Liang, Chaoyun, 2016. "Employee Perceptions and Expectations of Online Marketing Service Quality: An Investigation of Farmers’ Associations in Taiwan," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(1), pages 1-16, February.
    17. Theo Benos & Nikos Kalogeras & Frans J.H.M. Verhees & Panagiota Sergaki & Joost M.E. Pennings, 2016. "Cooperatives’ Organizational Restructuring, Strategic Attributes, and Performance: The Case of Agribusiness Cooperatives in Greece," Agribusiness, John Wiley & Sons, Ltd., vol. 32(1), pages 127-150, January.
    18. Bitsch, Linda & Hanf, Jon H., 2022. "The perfect match: interpersonal relationships and their impact on chain management," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(3), March.
    19. Antonio Stasi & Francesco Diotallevi & Andrea Marchini & Gianluca Nardone, 2018. "Italian Extra-Virgin Olive Oil: Impact on Demand on Being Market Leaders, Private Labels or Small Producers," Review of Economics & Finance, Better Advances Press, Canada, vol. 13, pages 39-54, August.

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