On Becoming Market Oriented in a Commodity Market: Aligning Internal Operational Capabilities with Customer Needs

Victoria L. Crittenden () and William F. Crittenden ()
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Victoria L. Crittenden: Babson College
William F. Crittenden: Northeastern University

A chapter in Commodity Marketing, 2022, pp 255-264 from Springer

Abstract: Abstract A perusal of online information about commodities results in a wealth of information related to the global commodity markets. Since success in commodity marketing relies upon a delicate blending of supply and demand variables, the strategic approach employed in this chapter is to explore commodity marketing within the context of customer intimacy, value differentiation, coordinated decision-making, and operational excellence. The example provided in the chapter shows how supply and demand for a commodity product were examined simultaneously at a relatively large agricultural farm headquartered in South America. Mapping these elements of a market orientation onto this example from an agricultural business shows that commodity markets can have a market orientation even though the product itself has few aspects of differentiation. When implemented successfully, this market orientation will help create margins often lacking in commodity businesses.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-90657-3_14

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DOI: 10.1007/978-3-030-90657-3_14

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