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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 |
