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Market Intelligence Utilization by Small Food Companies: An Application of the Grounded Theory Method in Exploratory Research

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  • Johnson, Aaron J.
  • Egelkraut, Thorsten M.
  • Grout, Cyrus A.

Abstract

Insights into how small agribusinesses acquire, process, and use market intelligence are critical to improving their marketing competencies and to understanding practices that lead to better business performance. However, the current body of literature is limited in this topic. We apply the exploratory research method of grounded theory to better understand how small- to medium-sized food companies fi nd and utilize information in their decision-making process. We develop a taxonomy of information types sought and provide insight into how and when these fi rms utilize this information. In addition, we develop a conceptual model that demonstrates different relationships between information, knowledge, and actions.

Suggested Citation

  • Johnson, Aaron J. & Egelkraut, Thorsten M. & Grout, Cyrus A., 2010. "Market Intelligence Utilization by Small Food Companies: An Application of the Grounded Theory Method in Exploratory Research," Journal of Food Distribution Research, Food Distribution Research Society, vol. 41(2), pages 1-15, July.
    • Handle: RePEc:ags:jlofdr:139049
    DOI: 10.22004/ag.econ.139049
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    References listed on IDEAS

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    1. Bitsch, Vera, 2001. "Qualitative Research In Agricultural Economics: Paradigms, Purposes, And Evaluation Criteria," 2001 Annual meeting, August 5-8, Chicago, IL 20718, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
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    3. Bitsch, Vera, 2005. "Qualitative Research: A Grounded Theory Example and Evaluation Criteria," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 23(01), pages 1-17.
    4. Levine, David I, 1993. "Fairness, Markets, and Ability to Pay: Evidence from Compensation Executives," American Economic Review, American Economic Association, vol. 83(5), pages 1241-1259, December.
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