Contemporary marketing practice: A case study of the Dutch pork supply chain

Adam Lindgreen; Jacques Trienekens; Karst Vellinga

Contemporary marketing practice: A case study of the Dutch pork supply chain

In: Dynamics in chains and networks

Authors:

Adam Lindgreen

Adam Lindgreen ¹Department of Accounting, Finance and Marketing, Faculty of Technology Management, Eindhoven University of Technology, P.O. Box 513, 5600 MB Eindhoven, The Netherland

Search for other papers by Adam Lindgreen in
Current site
Google Scholar
PubMed

Jacques Trienekens

Jacques Trienekens ²Wageningen University, Management Studies Group, Building 201, Hollandseweg 1, 6706 KN Wageningen, The Netherlands.

Search for other papers by Jacques Trienekens in
Current site
Google Scholar
PubMed

, and

Karst Vellinga

Karst Vellinga ³Wageningen University, Wethouder Frankeweg 32 III, 1098 LB Amsterdam, The Netherlands

Search for other papers by Karst Vellinga in
Current site
Google Scholar
PubMed

Type:: Chapter

Pages:: 273–279

DOI:: https://doi.org/10.3920/9789086865260_033

Purchase instant access (PDF download and unlimited online access):

€42.00€35.00 excl. VAT

Add to Cart

Redeem Access Token

The article investigates contemporary marketing practices in the Dutch IKB pork chain. Marketing practices include transaction marketing and various types of relationships marketing: database marketing, e-marketing, interaction marketing and network marketing. The case study shows that all players practice transaction marketing and different forms of relationships marketing concurrently. (Qualitative) data indicates that pork-producers have strong long-term relations with their primary customers, the feed-dealer and pork trader. An interesting result is that all business-to-business players in this chain (all except the retailer) are practising in a more relational manner as the business-to-consumer player (the retailer). Although many studies indicate that Dutch Pork chains can be characterised by a lack of trust, this study indicates that the lack of trust is primarily towards slaughterhouses and retailers, originating from a power imbalance and related information asymmetry.

Citation Info

Save
Cite
Email this content

Share link with colleague or librarian

You can email a link to this page to a colleague or librarian:
Email this content
or copy the link directly:

https://brill.edhh.ma/abstract/book/9789086865260/BP000033.xml
The link was not copied. Your current browser may not support copying via this button.

Link copied successfully

Collapse
Expand

Dynamics in chains and networks

E-Book ISBN:: 9789086865260

Publisher:: Wageningen Academic

Print Publication Date:: 10 Oct 2004

Subjects
- Life Sciences

Metrics

	All Time	Past 365 days	Past 30 Days
Abstract Views	111	39	9
Full Text Views	1	0	0
PDF Views & Downloads	0	0	0

African Studies	Education	Media Studies
American Studies	History	Middle East and Islamic Studies
Ancient Near East and Egypt	Human Rights and Humanitarian Law	Musicology
Art History	International Law	Philosophy
Asian Studies	International Relations	Religious Studies
Biblical Studies	Jewish Studies	Slavic and Eurasian Studies
Biology	Languages and Linguistics	Social Sciences
Book History and Cartography	Life Sciences	Theology and World Christianity
Classical Studies	Literature and Cultural Studies

Subjects

Authors

Open Access

Product Information

Company

Contact

Contemporary marketing practice: A case study of the Dutch pork supply chain

Citation Info

Share link with colleague or librarian

Dynamics in chains and networks

Table of Contents

Metrics

Metrics