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Production and Marketing Strategies of Spanish Citrus Farmers

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  • Nigel D. Poole

Abstract

Farmers are constantly exhorted to be good marketers. This research explores the connection between production characteristics and producer business orientation in the Spanish citrus industry. The sector lends itself to this study because it is by far the world's largest exporter of fresh oranges and mandarins, and yet has been criticised for fundamental weaknesses not only in the structure of production systems but also in the patterns of marketing activity. Survey data from Valencia are used to test the assumption that specialised producers also possess enirepreneurial attitudes and attributes. Cluster analysis is used to identify strategic groups of producers according to production characteristics and producer business orientation. The complexity of the industry is found to defy simple polar hypotheses about “good” and “weak” structures and strategies.

Suggested Citation

  • Nigel D. Poole, 2000. "Production and Marketing Strategies of Spanish Citrus Farmers," Journal of Agricultural Economics, Wiley Blackwell, vol. 51(2), pages 210-223, May.
    • Handle: RePEc:bla:jageco:v:51:y:2000:i:2:p:210-223
    DOI: 10.1111/j.1477-9552.2000.tb01224.x
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    File URL: https://doi.org/10.1111/j.1477-9552.2000.tb01224.x
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    References listed on IDEAS

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    Cited by:

    1. Meike Wollni & Manfred Zeller, 2007. "Do farmers benefit from participating in specialty markets and cooperatives? The case of coffee marketing in Costa Rica1," Agricultural Economics, International Association of Agricultural Economists, vol. 37(2‐3), pages 243-248, September.
    2. Poole, Nigel D. & Chitundu, Maureen & Msoni, Ronald, 2013. "Commercialisation: A meta-approach for agricultural development among smallholder farmers in Africa?," Food Policy, Elsevier, vol. 41(C), pages 155-165.
    3. Martinez, Marian Garcia & Poole, Nigel D., 2004. "Analysing Linkages between Strategy, Performance, Management Structure and Culture in the Spanish Fresh Produce Industry," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 7(4), pages 1-24.

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