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Marketing Strategies for the Primary Sector: An Empirical Study

Author

Listed:
  • L. Tsourgiannis
  • M. Warren
  • A. Karasavvoglou
  • J. Eddison

Abstract

This study aims to profile the marketing strategies that sheep farmers follow in the Region of East Macedonia and Thrace (EMTh) in Greece and the County of Cornwall in U.K. based upon their distribution channel selection, farm and personal characteristics. A survey conducted to 343 and 240 sheep farmers in EMTh and Cornwall respectively. Farmers in EMTh follow three marketing strategies: (i) cost focus, (ii) production orientation and (iii) return focus strategy, while Cornish farmers adopt the: (i) production Orientation and (ii) differentiation strategy. There are many differences regarding their marketing orientation, distribution outlet selection, farm and farmer characteristics.

Suggested Citation

  • L. Tsourgiannis & M. Warren & A. Karasavvoglou & J. Eddison, 2012. "Marketing Strategies for the Primary Sector: An Empirical Study," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 147-178.
  • Handle: RePEc:ers:journl:v:xv:y:2012:i:2:p:147-178
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    References listed on IDEAS

    as
    1. Christopher Ritson, 1997. "Marketing, Agriculture And Economics: Presidential Address," Journal of Agricultural Economics, Wiley Blackwell, vol. 48(1-3), pages 279-299.
    2. Harriet Emerson & Robert MacFarlane, 1995. "Comparative Bias Between Sampling Frames For Farm Surveys," Journal of Agricultural Economics, Wiley Blackwell, vol. 46(2), pages 241-251.
    3. Susan P Douglas & Dong Kee Rhee, 1989. "Examining Generic Competitive Strategy Types in U.S. and European Markets," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 20(3), pages 437-463, September.
    4. Fraser McLeay & Sandra Martin & Tony Zwart, 1996. "Farm business marketing behavior and strategic groups in agriculture," Agribusiness, John Wiley & Sons, Ltd., vol. 12(4), pages 339-351.
    5. Allen M. Featherstone & Bruce J. Sherrick, 1992. "Financing Vertically Coordinated Agricultural Firms," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 74(5), pages 1232-1237.
    6. Ohlmer, Bo & Olson, Kent & Brehmer, Berndt, 1998. "Understanding farmers' decision making processes and improving managerial assistance," Agricultural Economics of Agricultural Economists, International Association of Agricultural Economists, vol. 18(3), May.
    7. Ohlmer, Bo & Olson, Kent & Brehmer, Berndt, 1998. "Understanding farmers' decision making processes and improving managerial assistance," Agricultural Economics, Blackwell, vol. 18(3), pages 273-290, May.
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    More about this item

    Keywords

    Livestock Marketing; Marketing Strategies; Livestock Marketing Channels; Strategic Typology; Sheep Farmers;

    JEL classification:

    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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