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Planning Marketing Channels: Case of the Olive Oil Agribusiness in Portugal


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  • Rui Fragoso

    (Departamento de Gestão and CEFAGE-UE, Universidade de Évora)

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    TMarketing channels play an important role in the competitiveness of agribusiness value chains. Thus, this paper proposes a model for planning marketing channels in agribusiness that also considers transaction costs. This model is developed in two steps, diagnostic and decision, and is applied to the olive oil agribusiness in Portugal. The diagnostic step includes analysis of the agribusiness chain value, marketing channels, transaction characteristics and institutional environment. The decision step fits the information from the diagnostic into a qualitative cost/benefit analysis, based on a multi-criteria problem of ordering preferences.

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    Bibliographic Info

    Paper provided by University of Evora, CEFAGE-UE (Portugal) in its series CEFAGE-UE Working Papers with number 2013_07.

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    Length: 26 pages
    Date of creation: 2013
    Date of revision:
    Handle: RePEc:cfe:wpcefa:2013_07

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    Related research

    Keywords: Marketing channels; Agribusiness; Transaction Costs; Cost/Benefit; Multi-Criteria.;

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    1. Roy, Bernard, 1993. "Decision science or decision-aid science?," European Journal of Operational Research, Elsevier, Elsevier, vol. 66(2), pages 184-203, April.
    2. Peterson, H. Christopher & Wysocki, Allen F., 1998. "Strategic Choice Along The Vertical Coordination Continuum," Staff Papers, Michigan State University, Department of Agricultural, Food, and Resource Economics 11651, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    3. Hobbs, Jill E. & Young, Linda M., 1999. "Increasing Vertical Linkages In Agrifood Supply Chains: A Conceptual Model And Some Preliminary Evidence," Trade Research Center Policy Issues Papers, Montana State University, Department of Agricultural Economics and Economics 29166, Montana State University, Department of Agricultural Economics and Economics.
    4. Almeida-Dias, J. & Figueira, J.R. & Roy, B., 2010. "Electre Tri-C: A multiple criteria sorting method based on characteristic reference actions," European Journal of Operational Research, Elsevier, Elsevier, vol. 204(3), pages 565-580, August.
    5. Sartorius, Kurt & Kirsten, Johann, 2007. "A framework to facilitate institutional arrangements for smallholder supply in developing countries: An agribusiness perspective," Food Policy, Elsevier, Elsevier, vol. 32(5-6), pages 640-655.
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