Channel Management and differentiation strategies: A case study from the market for fresh produce
AbstractThe paper analyses the current differentiation strategies in the market for fresh produce. First a short review of the literature on channel structure and product differentiation is presented, in order to identify, on a theoretical grounding the incentives for differentiation strategies. Second, a case study is drawn of a UK channel intermediary organisation carrying out differentiation policies in the fresh produce category (on behalf of UK multiple retailer customers�) supplied by a dedicated Italian grower. Results show that in the fresh produce industry there is room for product differentiation, but with contradictory welfare effects.
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Bibliographic InfoPaper provided by European Association of Agricultural Economists in its series 105th Seminar, March 8-10, 2007, Bologna, Italy with number 7869.
Date of creation: 2007
Date of revision:
fresh produce; product differentiation; channel structure and management; Agribusiness; Marketing;
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