Marketing orientation is both the key objective of most food producers and their biggest challenge. Connecting food and agricultural production with the changing needs and aspirations of the customer provides the means to ensure competitive advantage, resilience and added value in what you produce. But market orientation is not something that you can just buy in or bolt on to what you do. Market orientation is a matter of changing the culture of your organisation; finding ways of learning more about your customers and understanding their needs; changing your development and reward systems to educate your employees; it may also involve significant changes to your production processes. This comprehensive collection of original research explores the challenges and opportunities associated with market orientation along the food supply chain; from the animal feed industry to meat retailing and from organic foods to old world wines. All the chapters provide exceptional insight into understanding how market orientation can benefit food suppliers and how it is essential for long-term success.
'This book provides a thoughtful treatment of market orientation research, and its applications in the food and agriculture industries. It is a 'must read' for executives in these industries.' - Ajay Kohli, Editor, Journal of Marketing, and Professor of Marketing,Goizueta Business School, Emory University, USA 'This is a unique and valuable set of papers that specifically address applications of market orientation in the context of food and agricultural markets…Clearly, when market-oriented practices are fully and carefully implemented, multiple opportunities for creating customer value are discovered and appropriate routes to exploit them are developed. The results, as the analyses in this book suggest, are win-win opportunities for producers, distributors, retailers, and consumers. This collection of empirical analyses will be valuable to managers as well as to researchers as they both seek to understand the implications of market orientation and the steps to implement it.' - Prof. emeritus John Narver, Michael G. Foster School of Business, University of Washington, USA and Prof. John Slater, College of Business, Colorado State University, USA 'Adam Lindgreen and his colleagues have written a seminal book on the role of market orientation in driving business performance and customer satisfaction in the agribusiness industry. It is a must read for agribusiness executives and academics who are looking to shift their perspective from a supply-side, production model to a demand-side, customer-lead model.' - Dr. Bernie Jaworski, Monitor Executive Development, Los Angeles, USA 'I strongly recommend this book to agribusiness managers looking to improve their market orientation and thus the value of their business.' - Prof. Wesley J. Johnston, Editor, Journal of Business and Industrial Marketing, and Professor of Marketing, J. Mack Robinson College of Business, Georgia State University, USA ''Market Orientation consists of twenty articles by leading scholars