Market Orientation in Agricultural Value Chain Development Projects

Phillip Currey and Oleg Nicetic

Australasian Agribusiness Review, 2021, vol. 29, issue 2

Abstract: The concept of market orientation has largely been overlooked in value chain guides, manuals and handbooks incorporated in agricultural research for development projects. This is somewhat surprising given proven positive relationships between market orientation and the performance of business organisations in both developed and developing countries. Whilst the term “market orientation” has a number of conceptualisations, all include intelligence gathering as being fundamental to successful outcomes. Seventeen guides recommending value chain approaches in agriculture published over the period 2006–2019 were reviewed for the inclusion of market orientation principles to identify the approach recommended for intelligence gathering. Few mentioned the term “market orientation” or recommended intelligence-gathering activities consistent with the concept of market orientation. We argue that the inclusion of market orientation in value chain projects in developing countries may enhance outcomes for smallholders by creating a culture of market orientation in community organisations, which can drive an inquisitive learning culture, community information collection, decision making and experimentation. Research to identify the challenges and benefits of incorporating a more complete inclusion of market orientation principles into value chain projects in developing countries is recommended.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ags:auagre:335258

DOI: 10.22004/ag.econ.335258

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