Market Orientation

Transforming Food and Agribusiness around the Customer

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  • Edited by Adam Lindgreen, Martin Hingley, David Harness and Paul Custance
  • Series: Food and Agricultural Marketing
  • Marketing orientation is both the key objective of most food producers and their biggest challenge. Connecting food and agricultural production with the changing needs and aspirations of the customer provides the means to ensure competitive advantage, resilience and added value in what you produce. But market orientation is not something that you can just buy in or bolt on to what you do. Market orientation is a matter of changing the culture of your organisation; finding ways of learning more about your customers and understanding their needs; changing your development and reward systems to educate your employees; it may also involve significant changes to your production processes.

    This comprehensive collection of original research explores the challenges and opportunities associated with market orientation along the food supply chain; from the animal feed industry to meat retailing and from organic foods to old world wines. All the chapters provide exceptional insight into understanding how market orientation can benefit food suppliers and how it is essential for long-term success.
  • Contents: Foreword; Part I Implementing Market Orientation: Making the transformation toward a market-oriented organisation: a review of the literature, Erik M. van Raaij; Implementing market orientation in industrial firms; a multiple case study, Michael B. Beverland and Adam Lindgreen. Part II Marketing Agricultural Products: Moving toward market orientation in agri-food chains: challenges for the feed industry, Stefanie Bröring; Business-to-business brand orientation, Michael B. Beverland; Improving market orientation in the Scottish beef supply chain through performance-related communications: the case of the McIntosh Donald Beef Producer Club and Qboxanalysis, Philip Leat, Cesar Revoredo-Giha and Beata Kupiec-Teahan; Production and marketing innovation in the Argentine beef sector: the Prinex case, Hernán Palau, Sebastián Senesi and Fernando Vilella; Agricultural cooperatives and market orientation: a challenging combination?, Jos Bijman; Can cooperatives build and sustain brands?, Michael B. Beverland; Role of market orientation in improving business performance: empirical evidence from Indian seafood processing firms, Smitha Nair. Part III Market Orientation in the Downstream Food Chain: Communication between actors of food chains: case studies of two organic food chains in Finland, Marja-Riitta Kottila and Päivi Rönni; Marketing research and sensory analysis: a reasoned review and agenda of their contribution to market orientation in the food industry, Alessio Cavicchi, Maria Rosaria Simeone, Cristina Santini and Lucia Bailetti; Market orientation when customers seem content with the status quo: observations from Indian agri-business and a case study, S.P. Raj and Atanu Adhikari; Breaking the mould: characteristics and consequences of becoming market oriented in Australian meat retailing, Andrea Insch; Are consumers ready for radio frequency identification (RFID)? The dawn of a new market orientation area, Luís Kluwe Aguiar, Freddy Brofman and Márcia Dutra Barcellos; Interrelationship between ethnicity and international trade of Greek virgin olive oil, Georges Vlontzos and Marie-Noëlle Duquenne; Organic wine: perceptions and choices of Italian consumers, Marco Platania and Donatella Privitera. Part IV Market Orientation for Speciality Products: Consumer values and the choice of speciality foods: the case of the Oliva Ascolana del Piceno (protected designation of origin), Alessio Cavicchi and Armando Maria Corsi; The process and critical success factors of evolving from product excellence to market excellence: the case of Mastiha in Chios, Greece, Christos Fotopoulos, Ilias P. Vlachos and George Maglaras; A study of a high value coconut product: the Midrib Basket market chain in Vietnam, Menno Keizer and Nguyen Thi Le Thuy; Old World wineries and market orientation: empirical evidence from the Italian wine industry, Cristina Santini, Alessio Cavicchi and Vincenzo Zampi; Index.
  • About the Editor: Dr. Adam Lindgreen is professor of marketing at Cardiff University. Previously, he was professor of strategic marketing at Hull University Business School, UK. After graduating in engineering, chemistry, and physics, Dr. Lindgreen first finished an MSc in food science and technology at the Technical University of Denmark and is now a European Engineer (EurIng); he then finished an MBA at Leicester University. In 2000, he received his Ph.D. at Cranfield University. He has published widely, and his awards include Industrial Marketing Management's Outstanding Article 2005. His research interests include business and industrial marketing management, consumer behaviour, experiential marketing, and corporate social responsibility.

    Dr. Martin K. Hingley graduated in agricultural and food marketing from the University of Newcastle upon Tyne; he has an MPhil in marketing from Cranfield University; and a PhD in marketing from the Open University. Dr. Hingley was a reader in marketing and supply chain management at Harper Adams University College, the leading UK university specializing in agri-food business, and is now professor strategic marketing at Lincoln University. He is a visiting fellow to the University of Hull Business School and held a fellowship endowed by Tesco Plc. Dr Hingley has wide business experience in the international food industry and has spent time in provision of market and business analysis with the Institute of Grocery Distribution. He has presented and published widely in applied food industry marketing and supply chain relationship management. He serves on the board of several scientific journals.

    Dr David Harness holds an undergraduate degree in management from Aston University, an MPhil from Birmingham City University, and a Ph.D. from Huddersfield University. He is currently a senior lecturer in strategic and international marketing at Hull University Business School. His commercial experience was gained in retail banking, and he has conducted consultancies in a range of industries in the areas of service product management, value marketing, customer care, and relationship marketing.

    Dr Paul Custance graduated with a BA (Honours) in agricultural economics from the University of Nottingham. This degree was followed by a Ph.D. in Economics. For the past 20 years, he has been a principal lecturer in marketing at Harper Adams University College based in Shropshire (United Kingdom). Dr Custance is the former director of, which undertakes industry-orientated research and consultancy and which produced more than 250 reports for a wide range of clients including government bodies, regional development agencies, multinational companies, and local and regional small and medium-sized enterprises during his time as director. He has presented papers at conferences for more than 30 years and refereed papers for several academic journals.
  • Reviews: 'This book provides a thoughtful treatment of market orientation research, and its applications in the food and agriculture industries. It is a 'must read' for executives in these industries.'
    – Ajay Kohli, Editor, Journal of Marketing, and Professor of Marketing,Goizueta Business School, Emory University, USA

    'This is a unique and valuable set of papers that specifically address applications of market orientation in the context of food and agricultural markets...Clearly, when market-oriented practices are fully and carefully implemented, multiple opportunities for creating customer value are discovered and appropriate routes to exploit them are developed. The results, as the analyses in this book suggest, are win-win opportunities for producers, distributors, retailers, and consumers. This collection of empirical analyses will be valuable to managers as well as to researchers as they both seek to understand the implications of market orientation and the steps to implement it.' – Prof. emeritus John Narver, Michael G. Foster School of Business, University of Washington, USA and Prof. John Slater, College of Business, Colorado State University, USA

    'Adam Lindgreen and his colleagues have written a seminal book on the role of market orientation in driving business performance and customer satisfaction in the agribusiness industry. It is a must read for agribusiness executives and academics who are looking to shift their perspective from a supply-side, production model to a demand-side, customer-lead model.' – Dr. Bernie Jaworski, Monitor Executive Development, Los Angeles, USA

    'I strongly recommend this book to agribusiness managers looking to improve their market orientation and thus the value of their business.' – Prof. Wesley J. Johnston, Editor, Journal of Business and Industrial Marketing, and Professor of Marketing, J. Mack Robinson College of Business, Georgia State University, USA

    ''Market Orientation consists of twenty articles by leading scholars in the marketing of agricultural products. The articles in the three major sections of the book...all provide exceptional insight to understanding how market orientation can benefit food suppliers and how it is really essential for long-term success. Anyone in the food industry will be better managers after reading the superbly written articles contained in Market Orientation.' – Prof. Peter LaPlaca, Editor, Industrial Marketing Management, and Professor of Management and Marketing, Barney School of Business, University of Hartford, Connecticut, USA