Scandinavian Working Papers in Business Administration

MAPP Working Papers,
University of Aarhus, Aarhus School of Business, The MAPP Centre

No 83: Four cases on market orientation of value chains in agribusiness and fisheries

Klaus G. Grunert (), Lisbeth Fruensgaard Jeppesen (), Kristina Risom Jespersen (), Sonne Anne-Mette (), Kåre Hansen , Torbjørn Trondsen and James A. Young
Additional contact information
Klaus G. Grunert: The MAPP Centre, Aarhus School of Business, Postal: The Aarhus School of Business. The MAPP Centre, Fuglesangs Allé 4, 8210 Aarhus V, Denmark
Lisbeth Fruensgaard Jeppesen: The MAPP Centre, Aarhus School of Business, Postal: The Aarhus School of Business. The MAPP Centre, Fuglesangs Allé 4, 8210 Aarhus V, Denmark
Kristina Risom Jespersen: Department of Information Science, Postal: The Aarhus School of Business, Fuglesangs Allé 4, 8210 Aarhus V, Denmark
Sonne Anne-Mette: The MAPP Centre, Aarhus School of Business, Postal: The Aarhus School of Business. The MAPP Centre, Fuglesangs Allé 4, 8210 Aarhus V, Denmark
Kåre Hansen: The MAPP Centre, Aarhus School of Business, Postal: The Aarhus School of Business. The MAPP Centre, Fuglesangs Allé 4, 8210 Aarhus V, Denmark
Torbjørn Trondsen: The MAPP Centre, Aarhus School of Business, Postal: The Aarhus School of Business. The MAPP Centre, Fuglesangs Allé 4, 8210 Aarhus V, Denmark
James A. Young: The MAPP Centre, Aarhus School of Business, Postal: The Aarhus School of Business. The MAPP Centre, Fuglesangs Allé 4, 8210 Aarhus V, Denmark

Abstract: This working paper presents results from the project ‘Supra-company level determinants of degree of market orientation of value chains in agriculture and fisheries’, which is carried out in cooperation between MAPP – Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Denmark, the Norwegian College of Fisheries Science, University of Tromsø, Norway, and the Department of Marketing, University of Stirling, Scotland. It has benefited from grants from the Danish Social Science Research Council and from the Norwegian Research Council. The present working paper is the ‘long’ version of the empirical work in the first major phase of the project, where we study four examples of food value chains to get insight into their degree of market orientation and possible determinants. The insights gained here have been used in subsequent empirical work that is currently underway

Keywords: Market orientation

83 pages, May 27, 2004

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