Evaluating Production and Marketing Opportunities Using Market Window and Expected Value Analyses

Richard G. Mook and Andrew A. Jermolowicz

No 313410, Marketing Research Reports from United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program

Abstract: Increasing demand for traditional and specialty fruit and vegetable crops has encouraged many financially stressed U.S. farmers to diversify their farm operations to include some form of alternative enterprise. Decisions on whether or not to enter into the production of a new crop are frequently distorted by impractical expectations of returns generally associated with unrealistic estimates of market prices and crop yields. As a result, many of these new enterprises have failed or are only marginally successful. Two relatively simple methods of analysis are presented, which, when combined with the other market evaluation techniques, can provide some insight into the decision of whether or not an enterprise should be undertaken as well as reduce some of the risk of implementing a potentially unprofitable venture.

Keywords: Crop Production/Industries; Marketing; Research Methods/Statistical Methods (search for similar items in EconPapers)
Pages: 26
Date: 1991-06
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/313410/files/mrr1153.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:uamsmr:313410

DOI: 10.22004/ag.econ.313410

Access Statistics for this paper

More papers in Marketing Research Reports from United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().