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Planning Marketing Channels: Case of the Olive Oil Agribusiness in Portugal

Author

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  • Rui Fragoso

    (Departamento de Gestão and CEFAGE-UE, Universidade de Évora)

Abstract

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.

Suggested Citation

  • Rui Fragoso, 2013. "Planning Marketing Channels: Case of the Olive Oil Agribusiness in Portugal," CEFAGE-UE Working Papers 2013_07, University of Evora, CEFAGE-UE (Portugal).
    • Handle: RePEc:cfe:wpcefa:2013_07
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Marketing channels; Agribusiness; Transaction Costs; Cost/Benefit; Multi-Criteria.;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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