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| Micheels, Eric T.; Gow, Hamish R.. |
| The dramatically changing marketing structure for agricultural products is forcing agricultural producers to become more entrepreneurial, but what does this mean? How do agricultural producers produce sustainable competitive advantage within a commodity market characterised by homogeneous producers? The convergence of two academic literatures - Market orientation from market strategy and Resource Based View from strategic management – provide a number of insights. In this paper we lay the foundation for research into the market orientation–performance link in terms of production agriculture. Building on the previous market orientation literature, we examine its ability to create a sustainable competitive advantage using a resource based view (RBV).... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Market Orientation; Resource Based View; Production Agriculture; Marketing. |
| Ano: 2008 |
URL: http://purl.umn.edu/44276 |
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| Micheels, Eric T.; Gow, Hamish R.. |
| A market orientation has been shown to lead to improved firm performance in a variety of industries (Narver and Slater, 1990; Deshpande et al., 1993). In previous research, it has been argued that performance benefits are a result of a greater awareness of the sources of value the product provides to the consumer, without specifically describing how value was created. Treacy and Wiersema (1993) developed the concept of value disciplines, which are three distinctive means of value provision, namely operational excellence, customer intimacy and product leadership. More recently, Narver et al. (1998) argued that market oriented firms have a clear understanding of how they provide value to customers, but this assertion has yet to be empirically tested. A new... |
| Tipo: Journal Article |
Palavras-chave: Innovation; Market orientation; Organizational learning; Value disciplines; Marketing; Research and Development/Tech Change/Emerging Technologies; Teaching/Communication/Extension/Profession; Q10; Q13; Q16. |
| Ano: 2009 |
URL: http://purl.umn.edu/53800 |
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| Micheels, Eric T.; Gow, Hamish R.. |
| Research studies have differed over the importance of the relative emphasis of a customer versus competitor orientation in the development of a market orientation (Slater and Narver, 1994; Tajeddini, 2010). In this study, we assess whether the emphasis of one component over another of a market orientation is an important determinant of firm performance within the Illinois beef industry, specifically the cow-calf sector. Using a series of OLS regressions, we examine the importance of a market orientation, relative emphasis, learning, innovativeness, and a cost focus on firm performance. Our results suggest that a market orientation is an important determinant of firm performance while the relative emphasis of customer versus competitor orientation is not... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Agriculture; Innovation; Market orientation; Relative emphasis; Value discipline strategies; Marketing. |
| Ano: 2010 |
URL: http://purl.umn.edu/61738 |
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| Micheels, Eric T.; Gow, Hamish R.. |
| As the economic viability of small farms continues to be an issue facing policy makers and economists alike, a market orientation may be a valuable resource producers can develop as they compete in a marketplace dominated by larger firms. Marketing and strategy scholars have long established the importance of a market orientation in determining firm performance. More recently, scholars have studied the effect of these concepts in agriculture. Extending the literature of market orientation in agriculture, this study examines the concept of a positional advantage and its effect on performance using a sample of small farms in Illinois. Using a sample of 347 Illinois beef producers, we empirically measure and test the construct of positional advantage and test... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Agriculture; Innovation; Market orientation; Positional advantage; Farm Management; Production Economics; L11; L25; L26. |
| Ano: 2009 |
URL: http://purl.umn.edu/52810 |
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