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Marketing goals vs. business profitability: An interactive multiple criteria decision-making approach

Author

Listed:
  • Julio Berbel

    (Department of Agricultural Economics, Management, and Statistics, University of Cordoba)

  • Julio Gallego

    (Department of the company QUASH,SA, Almeria, Spain)

  • Horacio Sagues

    (Department of the company QUASH,SA, Almeria, Spain)

Abstract

This article analyses an application of multiple criteria decision making (MCDM) techniques to real agricultural planning. The case study is a large firm dedicated to the production of off-season vegetables in Southern Spain. The decision problem is their crop planning for 1990|1991 and the support system for the decision-making process, an interactive MCDM technique in which a plan, was selected by searching for a compromise between business profitability and the achievement of certain marketing goals.

Suggested Citation

  • Julio Berbel & Julio Gallego & Horacio Sagues, 1991. "Marketing goals vs. business profitability: An interactive multiple criteria decision-making approach," Agribusiness, John Wiley & Sons, Ltd., vol. 7(6), pages 537-549.
    • Handle: RePEc:wly:agribz:v:7:y:1991:i:6:p:537-549
    DOI: 10.1002/1520-6297(199111)7:6<537::AID-AGR2720070604>3.0.CO;2-D
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    References listed on IDEAS

    as
    1. Smith, Donnie & Capstick, Daniel F., 1976. "Establishing Priorities Among Multiple Management Goals," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 8(2), pages 1-7, December.
    2. Smith, Donnie & Capstick, Daniel F., 1976. "Establishing Priorities Among Multiple Management Goals," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 8(2), pages 37-43, December.
    3. Hitchens, M.T. & Thampapillai, Dodo J. & Sinden, Jack A., 1978. "The Opportunity Cost Criterion for Land Allocation," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 46(03), pages 1-19, December.
    4. Wilmer M. Harper & Clyde Eastman, 1980. "An Evaluation of Goal Hierarchies for Small Farm Operators," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 62(4), pages 742-747.
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    Cited by:

    1. Sun, Henglun & Houston, Jack, 1997. "Economic Analysis of Best Management Practices in a Pilot Cost-Sharing Water Quality Program," 1997 Occasional Paper Series No. 7 198206, International Association of Agricultural Economists.
    2. Argoul, F. & Kuhn, A., 1995. "The influence of transport and reaction processes on the morphology of a metal electrodeposit in thin gap geometry," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 213(1), pages 209-231.
    3. Houston, Jack E. & Sun, Henglun, 1999. "Cost-Share Incentives And Best Management Practices In A Pilot Water Quality Program," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 24(1), pages 1-14, July.
    4. Hayashi, Kiyotada, 2000. "Multicriteria analysis for agricultural resource management: A critical survey and future perspectives," European Journal of Operational Research, Elsevier, vol. 122(2), pages 486-500, April.
    5. Gomez Gomez, Carlos Mario & Gutierrez, Carlos, 2008. "The MODERE Model and The Economic Analysis of Farmers’ Decisions," 107th Seminar, January 30-February 1, 2008, Sevilla, Spain 6492, European Association of Agricultural Economists.
    6. Léger, Christophe & Servant, Laurent & Bruneel, Jean Luc & Argoul, Françoise, 1999. "Growth patterns in electrodeposition," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 263(1), pages 305-314.
    7. Zik, Ory, 1996. "Morphological phases and exhaustion-induced Hecker effect in electrodeposition," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 224(1), pages 338-347.

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