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Creating A Dealer Level Integrated Marketing Model: A Grounded Theory Approach

Author

Listed:
  • W.Scott Downey

    (Department of Agricultural Economics, College of Agriculture, Purdue University)

Abstract

The agricultural equipment industry is going through change, driven by world demand for food and the efficient production required to produce it. Equipment dealers have traditionally existed as privately owned distributors for equipment manufacturers, but are becoming marketing organizations on their own due to consolidation. This paper uses grounded theory to describe a model of how marketing integration is emerging within agricultural equipment dealerships. It suggests that formal strategy and informal culture must both be managed in order for integration to occur in progressive dealers.

Suggested Citation

  • W.Scott Downey, 2012. "Creating A Dealer Level Integrated Marketing Model: A Grounded Theory Approach," Working Papers 12-2, Purdue University, College of Agriculture, Department of Agricultural Economics.
    • Handle: RePEc:pae:wpaper:12-2
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    File URL: http://purl.umn.edu/126931
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    More about this item

    Keywords

    Marketing; Dealers; Manufacturers; Culture; Strategy;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure

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