CREATING A DELAER LEVEL INTEGRATED MARKETING MODEL: A GROUNDED THEORY APPROACH

W. Scott Downey

No 126931, Working papers from Purdue University, Department of Agricultural Economics

Abstract: The agricultural equipment industry is going through change, driven by world demand for food and the efficient production required to produce it. Equipment dealers have traditionally existed as privately owned distributors for equipment manufacturers, but are becoming marketing organizations on their own due to consolidation. This paper uses grounded theory to describe a model of how marketing integration is emerging within agricultural equipment dealerships. It suggests that formal strategy and informal culture must both be managed in order for integration to occur in progressive dealers.

Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
Pages: 19
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:ags:puaewp:126931

DOI: 10.22004/ag.econ.126931

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