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Applying an Entrepreneurial Marketing Perspective to Agricultural Value Chains


Lewis, G and Crispin, SH and Miles, M, Applying an Entrepreneurial Marketing Perspective to Agricultural Value Chains, Proceedings of the 26th Global Research Symposium on Marketing and Entrepreneurship, August 7-9 2013, Boston, pp. 1-23. (2013) [Non Refereed Conference Paper]

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Purpose: To explore how entrepreneurial marketing (EM) can be applied at an multi-firm level in the context of agricultural value chains, and propose a preliminary research framework for measuring EM from this perspective. Research approach: The paper draws on the current literature at the entrepreneurship and marketing interface, in addition to research from the agribusiness and supply chain management field.

Findings: Our framework suggests that EM at a value chain level should be measured through items adapted from market orientation, entrepreneurial orientation, customer orientation and innovation orientation scales, in addition to an examination of the degree of coordination, trust and commitment, and communication systems between chain partners.

Originality/value: To our knowledge this is the first paper to apply the concept of EM to an agricultural value chain and to propose a framework for measuring the degree of EM in this context. This paper is part of a broader research project looking to assist SMEs in the Tasmanian fresh vegetable sector to improve their income generating ability through innovation and value chain analysis.

Item Details

Item Type:Non Refereed Conference Paper
Keywords:entrepreneurial marketing, value chains, measurement, agriculture, Australia
Research Division:Commerce, Management, Tourism and Services
Research Group:Strategy, management and organisational behaviour
Research Field:Entrepreneurship
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Lewis, G (Dr Gemma Lewis)
UTAS Author:Crispin, SH (Professor Stuart Crispin)
UTAS Author:Miles, M (Professor Morgan Miles)
ID Code:86403
Year Published:2013
Deposited By:Management
Deposited On:2013-09-12
Last Modified:2013-11-01
Downloads:10 View Download Statistics

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