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On Becoming Market Oriented in a Commodity Market: Aligning Internal Operational Capabilities with Customer Needs

In: Commodity Marketing

Author

Listed:
  • Victoria L. Crittenden

    (Babson College)

  • William F. Crittenden

    (Northeastern University)

Abstract

A perusal of online information about commodities results in a wealth of information related to the global commodity markets. Since success in commodity marketing relies upon a delicate blending of supply and demand variables, the strategic approach employed in this chapter is to explore commodity marketing within the context of customer intimacy, value differentiation, coordinated decision-making, and operational excellence. The example provided in the chapter shows how supply and demand for a commodity product were examined simultaneously at a relatively large agricultural farm headquartered in South America. Mapping these elements of a market orientation onto this example from an agricultural business shows that commodity markets can have a market orientation even though the product itself has few aspects of differentiation. When implemented successfully, this market orientation will help create margins often lacking in commodity businesses.

Suggested Citation

  • Victoria L. Crittenden & William F. Crittenden, 2022. "On Becoming Market Oriented in a Commodity Market: Aligning Internal Operational Capabilities with Customer Needs," Management for Professionals, in: Margit Enke & Anja Geigenmüller & Alexander Leischnig (ed.), Commodity Marketing, pages 255-264, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-90657-3_14
    DOI: 10.1007/978-3-030-90657-3_14
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