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Market Orientation in Food and Agriculture [Hardcover]

Klaus Günter Grunert , Hanne Hartvig Larsen , Tage Koed Madsen , Allan Baadsgaard


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Book Description

Nov. 30 1995
What is market orientation in the food sector, and how can food companies become more market-oriented? This book investigates these questions through an empirical study of selected Danish food companies and their activities in three important export markets: France, Germany, and the United Kingdom.
The book is divided into three sections. The first explores the concept of market orientation and how it relates to developing competitive advantage. The second discusses in detail how market knowledge can be gained, and the final section focuses on how this knowledge, once generated, can be put to use in a food company during process and product development.

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`The strength of the book lies in the way it develops a conceptual framework ...
... a valuable contribution to the subject of market orientation in food marketing.
... a useful reference for company managers and marketing students, particularly whose who are interested in the strategic aspects of market orientation and product development.'
European Review of Agricultural Economics

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