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Market orientation and regional development: Strategic and Structural issues for the agribusiness sector in Balkans


  • Katarachia ANDRONIKI

    () (Technological Educational Institute of Western Macedonia, Greece)

  • Konstantinidis ANASTASIOS

    () (Technological Educational Institute of Western Macedonia, Greece)


In the countries of South Eastern Europe, within the European Union, there are regions where the agri-food sector plays a vital role in socioeconomic terms.The aim of this paper is to examine the relationship between the market orientation concept and the Regional development. It explains the structure of the market from the perspective of small- and medium-sized agri-food producer organizations and discusses marketing strategy implications. Based on an extensive literature search the paper by focusing on key components of the market orientation concept such as, organizational culture, innovation, customer orientation, marketing co-ordination, coalitions and collaborations, explores their impact on regional development.

Suggested Citation

  • Katarachia ANDRONIKI & Konstantinidis ANASTASIOS, 2011. "Market orientation and regional development: Strategic and Structural issues for the agribusiness sector in Balkans," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 10(1), pages 103-113.
  • Handle: RePEc:pts:journl:y:2011:i:1:p:103-113

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    References listed on IDEAS

    1. Kumar, Nirmalya & Scheer, Lisa & Kotler, Philip, 2000. "From market driven to market driving," European Management Journal, Elsevier, vol. 18(2), pages 129-142, April.
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    More about this item


    Market orientation; innovation; collaboration; agri-food; regional development;

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes


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