Market Orientation at Industry and Value Chain Levels: Concepts, Determinants and Consequences

Klaus G. Grunert; Kåre Hansen; Lisbeth Fruensgaard Jeppesen; Kristina Risom; Anne-Mette Sonne; Torbjørn Trondsen

Market Orientation at Industry and Value Chain Levels: Concepts, Determinants and Consequences

In: Paradoxes in Food Chains and Networks

Authors:

Klaus G. Grunert

Klaus G. Grunert ^aMAPP – Centre for Research on Customer Relations in the Food Sector The Aarhus School of Business Haslegaardsvej 10 DK-8210 Aarhus V Denmark
^*Corresponding author Tel.: +45 89 48 64 39 Fax: +45 86 15 39 88 E-mail: klg@asb.dk

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Kåre Hansen

Kåre Hansen ^aMAPP – Centre for Research on Customer Relations in the Food Sector The Aarhus School of Business Haslegaardsvej 10 DK-8210 Aarhus V Denmark

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Lisbeth Fruensgaard Jeppesen

Lisbeth Fruensgaard Jeppesen ^aMAPP – Centre for Research on Customer Relations in the Food Sector The Aarhus School of Business Haslegaardsvej 10 DK-8210 Aarhus V Denmark

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Kristina Risom

Kristina Risom ^aMAPP – Centre for Research on Customer Relations in the Food Sector The Aarhus School of Business Haslegaardsvej 10 DK-8210 Aarhus V Denmark

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Anne-Mette Sonne

Anne-Mette Sonne ^aMAPP – Centre for Research on Customer Relations in the Food Sector The Aarhus School of Business Haslegaardsvej 10 DK-8210 Aarhus V Denmark

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, and

Torbjørn Trondsen

Torbjørn Trondsen ^bThe Norwegian College of Fishery Science The University of Tromsø N-9037 Tromsø Norway

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Type:: Chapter

Pages:: 555–567

DOI:: https://doi.org/10.3920/9789086865079_052

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The term market orientation, defined as sets of activities dealing with the generation and dissemination of, and response to, market intelligence, is extended from the organisational level to the industry and value chain levels. By drawing on theories from industrial economics, neo-institutional theory, transaction cost economics, network theory and the political-economic approach to the analysis of marketing channels, we try to find potential determinants of market orientation at the industry and value chain levels. We summarise these determinants and their possible interaction in two conceptual models, which may serve as guiding principles for empirical research.

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Paradoxes in Food Chains and Networks

E-Book ISBN:: 9789086865079

Publisher:: Wageningen Academic

Print Publication Date:: 10 Oct 2002

Subjects
- Life Sciences

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Market Orientation at Industry and Value Chain Levels: Concepts, Determinants and Consequences

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Paradoxes in Food Chains and Networks

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