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Die Wahl des richtigen Vertriebswegs in den Vorleistungsindustrien der Landwirtschaft: konzeptionelle Überlegungen und empirische Ergebnisse

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  • Voss, Julian
  • Spiller, Achim

Abstract

Der anhaltende Strukturwandel in der Landwirtschaft bedingt, dass die Unternehmen in den Vorleistungsindustrien der Landwirtschaft ihre Marketing- und Vertriebsstrategien überdenken und neu ausrichten müssen. Insofern rücken auch distributionspolitische Entscheidungen ins Blickfeld des Interesses. Der vorliegende Beitrag greift diese Fragestellung auf und diskutiert (konzeptionell wie empirisch), welche Vertriebsform für welche Vorleistungsindustrien bzw. Kundengruppen geeignet sind. Als Studienergebnis kann festgehalten werden, dass Mehrkanalstrategien für Unternehmen in den Vorleistungsindustrien unausweichlich sind, wenn die zunehmend heterogene Kundenstruktur erreicht werden soll. Greifen Unternehmen auf indirekte Vertriebswege zurück, sollten sie auf Governanceinstrumente achten, die die Generierung von Kundenwissen und eine kooperative Zusammenarbeit ermöglichen.

Suggested Citation

  • Voss, Julian & Spiller, Achim, 2008. "Die Wahl des richtigen Vertriebswegs in den Vorleistungsindustrien der Landwirtschaft: konzeptionelle Überlegungen und empirische Ergebnisse," DARE Discussion Papers 0804, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:zbw:daredp:0804
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    Cited by:

    1. Simon Gollisch & Barbara Hedderich & Ludwig Theuvsen, 2016. "Reference points and risky decision-making in agricultural trade firms: A case study in Germany," Department of Agricultural and Rural Development (DARE) Discussion Papers 260773, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development (DARE).
    2. Gollisch, Simon & Hedderich, Barbara & Theuvsenb, Ludwig, 2018. "Strategic Preferences of Farm Supply and Grain Elevator Businesses: Empirical Evidence from Germany," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 9(1), January.
    3. Gollisch, Simon & Hedderich, Barbara & Theuvsen, Ludwig, 2016. "Reference points and risky decision-making in agricultural trade firms: A case study in Germany," DARE Discussion Papers 1609, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).

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