BASF: differentiating on service innovation
In: International Food and Agribusiness Management ReviewSearch for other papers by Josiah Ringelberg in
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BASF is one of the leading companies in crop protection products. As with all of their competitors, BASF distributes their products to famers through a retailer in what is known as a three-tiered system. All manufacturers face similar challenges with this distribution system: to create user demand and to ensure product differentiation is conveyed by distributors and retailers. To help bridge the gap between chemical manufacturers and farmers, BASF has created the role of innovation specialist, a person who works to connect with both retailers and farmers. The goal is not only to help farmers increase efficiency and output, but also to grow the industry. BASF faces multiple challenges, including farmer skepticism and conflict with retailers. Despite these challenges, BASF has increased product sales and customer satisfaction, which is attributed to their use of innovation specialists.
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BASF. 2017. History. Available at: http://tinyurl.com/y9dqtswm.
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Gustafson, M. 2015. BASF: changing the face of ag. Agri Marketing March: 26-31.
'BASF: changing the face of ag ', in Agri Marketing , ().
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Roser, M. 2016. Future world population growth. Our world in data. Available at: http://tinyurl.com/y7puqzto.
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Sfiligoj, E. 2012. Ag retail consolidation trending up. CropLife. Available at: http://tinyurl.com/yblt7uuv.
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USDA and ERS. 2014. Structure and finances of U.S. farms: family farm report, 2014 edition. Available at: http://tinyurl.com/y8rbjqbp.
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BASF: differentiating on service innovation
In: International Food and Agribusiness Management ReviewSearch for other papers by Josiah Ringelberg in
Current site
Google Scholar
PubMed
Search for other papers by W. Scott Downey in
Current site
Google Scholar
PubMed
Search for other papers by Brady Spangenberg in
Current site
Google Scholar
PubMed
BASF is one of the leading companies in crop protection products. As with all of their competitors, BASF distributes their products to famers through a retailer in what is known as a three-tiered system. All manufacturers face similar challenges with this distribution system: to create user demand and to ensure product differentiation is conveyed by distributors and retailers. To help bridge the gap between chemical manufacturers and farmers, BASF has created the role of innovation specialist, a person who works to connect with both retailers and farmers. The goal is not only to help farmers increase efficiency and output, but also to grow the industry. BASF faces multiple challenges, including farmer skepticism and conflict with retailers. Despite these challenges, BASF has increased product sales and customer satisfaction, which is attributed to their use of innovation specialists.
| All Time | Past 365 days | Past 30 Days | |
|---|---|---|---|
| Abstract Views | 0 | 0 | 0 |
| Full Text Views | 370 | 140 | 10 |
| PDF Views & Downloads | 489 | 213 | 3 |
