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Herausforderungen Des Landhandels Unter Veränderten Marktbedingungen: Theoretische Überlegungen Und Empirische Evidenz

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  • Schulze, Birgit

Abstract

Vor dem Hintergrund zunehmender Konzentration und Markttransparenz sowie sinkender Transaktionskosten wird in diesem Beitrag die Disintermediationsgefahr für die gesamte Landhandelsstufe bewertet. Angesichts eines massiven Wettbewerbsdrucks werden zudem verschiedene Profilierungsmöglichkeiten für Landhandelsunternehmen herausgearbeitet und deren Beitrag zur Kundenzufriedenheit empirisch überprüft. Eine Fokusgruppen-Diskussion mit Landwirten beleuchtet die landwirtschaftlichen Sichtweise auf die aktuellen Markt- und Strukturentwicklungen sowie die Beziehungen zum und Zufriedenheit mit dem Landhandel. Explizit werden Potenziale einer Ausschaltung der Landhandelsstufe diskutiert. Anhand einer großzahligen schriftlichen Befragung von Landwirten aus Nord- und Nord-Ostdeutschland wird untersucht, welche Leistungen der Landhändler zu Kundenzufriedenheit führen und damit Potenzial für die Entwicklung von Kernkompetenzen bieten. Die Ergebnisse der multinomialen logistischen Regression zeigen, dass neben der Konditionenpolitik auch die Serviceprofilierung entscheidend für die Kundenzufriedenheit ist. Die Identifikation geschäftsbereichsübergreifender Kernkompetenzen ist angezeigt.

Suggested Citation

  • Schulze, Birgit, 2012. "Herausforderungen Des Landhandels Unter Veränderten Marktbedingungen: Theoretische Überlegungen Und Empirische Evidenz," 52nd Annual Conference, Stuttgart, Germany, September 26-28, 2012 133053, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi12:133053
    DOI: 10.22004/ag.econ.133053
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    References listed on IDEAS

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    Cited by:

    1. Simon Gollisch & Barbara Hedderich & Ludwig Theuvsen, 2016. "Reference points and risky decision-making in agricultural trade firms: A case study in Germany," Department of Agricultural and Rural Development (DARE) Discussion Papers 260773, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development (DARE).
    2. Gollisch, Simon & Hedderich, Barbara & Theuvsenb, Ludwig, 2018. "Strategic Preferences of Farm Supply and Grain Elevator Businesses: Empirical Evidence from Germany," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 9(1), January.
    3. Spahn, Laurin & Höhler, Julia, 2021. "Farm supply and grain elevator businesses in a changing business environment: A mixed methods investigation of past and future strategies," 61st Annual Conference, Berlin, Germany, September 22-24, 2021 317047, German Association of Agricultural Economists (GEWISOLA).
    4. Fecke, Wilm & Danne, Michael & Mußhoff, Oliver, 2018. "Online-Einkauf von Pflanzenschutzmitteln: Ein Discrete Choice Experiment mit landwirtschaftlichen Unternehmern in Deutschland," DARE Discussion Papers 1811, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    5. Gollisch, Simon & Hedderich, Barbara & Theuvsen, Ludwig, 2016. "Reference points and risky decision-making in agricultural trade firms: A case study in Germany," DARE Discussion Papers 1609, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).

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    Agribusiness; Consumer/Household Economics; Marketing;
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