STRATEGIC CHOICES IN PRODUCE MARKETING: ISSUES OF COMPATIBLE USE AND EXCLUSION COSTS
Jean-Marie Codron,
James A. Sterns and
Thomas Reardon
Journal of Food Distribution Research, 2003, vol. 34, issue 3, 12
Abstract:
Fresh produce suppliers in Europe and the United States use a mix of price and non-price marketing strategies. This paper shows that these strategies create, using Mancur Olson's terms, two collective goods: overall consumer confidence in the market's ability to deliver credence attributes, and overall consumer satisfaction with the experience attributes of fresh produce. The characteristics of these two collective goods, i.e., their compatible use and high costs of exclusion, influence the costs, effectiveness, and nature of the marketing strategies of firms. This paper presents examples from the fresh produce industries of Europe and the U.S. to show how compatible-use and high-exclusion costs influence firm strategies. It concludes that there are unavoidable interdependencies that create a need for collective action -- a need that will increase as consumer and retailer demand for quality attributes in fresh produce increases.
Keywords: Demand and Price Analysis; Marketing (search for similar items in EconPapers)
Date: 2003
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)
Downloads: (external link)
https://ageconsearch.umn.edu/record/27056/files/34030001.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:jlofdr:27056
DOI: 10.22004/ag.econ.27056
Access Statistics for this article
More articles in Journal of Food Distribution Research from Food Distribution Research Society Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().