Marketing channels for greenhouse vegetables and grower performance

Lusine Aramyan; Christien J.M. Ondersteijn; Jo H.M. Wijnands; Alfons G.J.M. Oude Lansink; O. van Kooten

Marketing channels for greenhouse vegetables and grower performance

In: Dynamics in chains and networks

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Lusine Aramyan

Lusine Aramyan ¹Wageningen University, Department of Social Sciences, Business Economics Group, Hollandseweg 1, 6706 KN Wageningen, The Netherlands

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Christien J.M. Ondersteijn

Christien J.M. Ondersteijn ¹Wageningen University, Department of Social Sciences, Business Economics Group, Hollandseweg 1, 6706 KN Wageningen, The Netherlands

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Jo H.M. Wijnands

Jo H.M. Wijnands ¹Wageningen University, Department of Social Sciences, Business Economics Group, Hollandseweg 1, 6706 KN Wageningen, The Netherlands

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Alfons G.J.M. Oude Lansink

Alfons G.J.M. Oude Lansink ¹Wageningen University, Department of Social Sciences, Business Economics Group, Hollandseweg 1, 6706 KN Wageningen, The Netherlands

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O. van Kooten

O. van Kooten ²Wageningen University, Leerstoelgroep Tuinbouwproductieketens, Marijkeweg 22, 6709 PG Wageningen, The Netherlands

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Type:: Chapter

Pages:: 441–449

DOI:: https://doi.org/10.3920/9789086865260_052

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During the last years, supply chain performance measures have been in the spotlight of many authors. A large number of various performance measures have been utilised. In this paper the measure of efficiency is used as an indicator of performance in the food supply chain. Data envelopment analysis (DEA) is used to evaluate the technical and scale efficiency of Dutch vegetable supply chains considering the final distribution. The objective of this study is to investigate the differences between performance of greenhouse growers, who sell solely through the auction clock and those who use mixed marketing channels. The results reveal that growers who sell their product through the auction clock are less efficient.

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Dynamics in chains and networks

E-Book ISBN:: 9789086865260

Publisher:: Wageningen Academic

Print Publication Date:: 10 Oct 2004

Subjects
- Life Sciences

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Marketing channels for greenhouse vegetables and grower performance

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Dynamics in chains and networks

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