Planning Marketing Channels: Case of the Olive Oil Agribusiness in Portugal

Manuel de Sousa Fragoso Rui ()
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Manuel de Sousa Fragoso Rui: The Center for Advanced Studies in Management and Economics – CEFAGE – UE, University of Évora, Largo dos Colegiais 2, Évora 7000, Portugal

Journal of Agricultural & Food Industrial Organization, 2013, vol. 11, issue 1, 51-67

Abstract: Marketing channels play an important role in the competitiveness of agribusiness value chains. Thus, this paper proposes a model for planning marketing channels in agribusiness that also considers transaction costs. This model is developed in two steps, diagnostic and decision, and is applied to the olive oil agribusiness in Portugal. The diagnostic step includes analysis of the agribusiness chain value, marketing channels, transaction characteristics, and institutional environment. The decision step fits the information from the diagnostic into a qualitative cost–benefit analysis, based on a multi-criteria problem of ordering preferences.

Keywords: marketing channels; agribusiness; transaction costs; cost–benefit; multi-criteria (search for similar items in EconPapers)
JEL-codes: M11 M21 M31 Q13 (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1515/jafio-2013-0001

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