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

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  • Manuel de Sousa Fragoso Rui

    (The Center for Advanced Studies in Management and Economics – CEFAGE – UE, University of Évora, Largo dos Colegiais 2, Évora 7000, Portugal)

Abstract

Marketing 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.

Suggested Citation

  • Manuel de Sousa Fragoso Rui, 2013. "Planning Marketing Channels: Case of the Olive Oil Agribusiness in Portugal," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 11(1), pages 51-67, January.
    • Handle: RePEc:bpj:bjafio:v:11:y:2013:i:1:p:1-17:n:4
    DOI: 10.1515/jafio-2013-0001
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    References listed on IDEAS

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    1. Lui, Steven S. & Wong, Yin-yee & Liu, Weiping, 2009. "Asset specificity roles in interfirm cooperation: Reducing opportunistic behavior or increasing cooperative behavior?," Journal of Business Research, Elsevier, vol. 62(11), pages 1214-1219, November.
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    3. 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, vol. 204(3), pages 565-580, August.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing channels; agribusiness; transaction costs; cost–benefit; multi-criteria;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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