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Farm Operator Benefits from Direct Marketing Strategies: How Does Local Food Impact Farm Financial Performance? AgEcon
Park, Timothy A.; Mishra, Ashok K.; Wozniak, Shawn J..
In the era of a global economy, farmers face increasing pressure in developing a portfolio of various marketing channels. However, the literature on direct marketing strategies has mainly focused on consumers. Using farm-level data this study investigates factors associated with the choice of three direct marketing strategies. We apply a selectivity based approach for the multinomial logit model to assess the relationship between the choice of direct sales marketing strategy on the financial performance of the business. Findings from this study suggest that obtaining an Internet connection and accessing the Internet for farm commerce increases the likelihood of using intermediated marketing outlets. Using the Internet for farm commerce and operating...
Tipo: Conference Paper or Presentation Palavras-chave: Direct marketing outlets; Multinomial logit; Farm sales; Selectivity correction; Agribusiness; Agricultural Finance; Farm Management; Production Economics.
Ano: 2011 URL: http://purl.umn.edu/103756
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