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Improving Market Orientation In The Scottish Beef Supply Chain Through Performance-Related Communications: The Case Of The Mcintosh Donald Beef Producer Club And Qboxanalysis

  • Leat, Philip M.K.
  • Revoredo-Giha, Cesar
  • Kupiec-Teahan, Beata

The reform of the Common Agricultural Policy (CAP) in 2003 and particularly the introduction of the Single Payment Scheme (SPS) is intended to make farmers more market orientated and competitive. In this context, the purpose of this paper is to discuss whether performance-related communication strategies present the possibility of improving farmers’ market orientation. This is studied through the case of McIntosh Donald, a beef processor located in the North East of Scotland and a major red meat supplier for Tesco, and Qboxanalysis, a performance-related communication system, introduced by the processor to its beef Producer Club members in March 2005. Results indicate that the enhanced communication strategy has the potential to increase farmers’ performance and market orientation, not only through the use of the Qboxanalysis system but also through the Producers’ Club activities. However, additional efforts are required to engage producers that are less proactive

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Paper provided by Scotland's Rural College (formerly Scottish Agricultural College), Land Economy & Environment Research Group in its series Working Papers with number 112886.

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Date of creation: 2008
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Handle: RePEc:ags:srlewp:112886
Contact details of provider: Postal: King's Buildings, West Mains Road, Edinburgh EH9 3JG
Web page: http://www.sruc.ac.uk/info/120037/land_economy_and_environment
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  1. Fischer, Christian & Hartmann, Monika & Bavorova, Miroslava & Hockmann, Heinrich & Suvanto, Hannele & Viitaharju, Leena & Leat, Philip M.K. & Revoredo-Giha, Cesar & Henchion, Maeve M. & McGee, Claire , 2008. "Business Relationships and B2B Communication in Selected European Agri-food Chains – First Empirical Evidence," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 11(2).
  2. Bejou, David & Wray, Barry & Ingram, Thomas N., 1996. "Determinants of relationship quality: An artificial neural network analysis," Journal of Business Research, Elsevier, vol. 36(2), pages 137-143, June.
  3. Revoredo-Giha, Cesar & Leat, Philip M.K., 2008. "Red Meat Producers’ Preferences For Strategies To Cope With The Cap Reform In Scotland," 109th Seminar, November 20-21, 2008, Viterbo, Italy 44844, European Association of Agricultural Economists.
  4. Lewin, Jeffrey E. & Johnston, Wesley J., 1997. "Relationship marketing theory in practice: A case study," Journal of Business Research, Elsevier, vol. 39(1), pages 23-31, May.
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