Planning Marketing Channels: Case of the Olive Oil Agribusiness in Portugal
TMarketing channels play an important role in the competitiveness of agribusiness value chains. Thus, this paper proposes a model for planning marketing channels in agribusiness that also considers transaction costs. This model is developed in two steps, diagnostic and decision, and is applied to the olive oil agribusiness in Portugal. The diagnostic step includes analysis of the agribusiness chain value, marketing channels, transaction characteristics and institutional environment. The decision step fits the information from the diagnostic into a qualitative cost/benefit analysis, based on a multi-criteria problem of ordering preferences.
|Date of creation:||2013|
|Contact details of provider:|| Postal: Colégio Espírito SANTO|
Phone: (351) 266 740 869
Web page: http://www.cefage.uevora.pt
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- Jill E. Hobbs & Linda M. Young, 1999.
"Increasing Vertical Linkages in Agrifood Supply Chains: A Conceptual Model and Some Preliminary Evidence,"
Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie,
Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 47(4), pages 478-478, December.
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- Peterson, H. Christopher & Wysocki, Allen F., 1998. "Strategic Choice Along The Vertical Coordination Continuum," Staff Papers 11651, Michigan State University, Department of Agricultural, Food, and Resource Economics.
- Sartorius, Kurt & Kirsten, Johann, 2007. "A framework to facilitate institutional arrangements for smallholder supply in developing countries: An agribusiness perspective," Food Policy, Elsevier, vol. 32(5-6), pages 640-655.
- Roy, Bernard, 1993. "Decision science or decision-aid science?," European Journal of Operational Research, Elsevier, vol. 66(2), pages 184-203, April. Full references (including those not matched with items on IDEAS)
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