Channel Management and differentiation strategies: A case study from the market for fresh produce

Valeria Sodano and Martin Hingley

No 7869, 105th Seminar, March 8-10, 2007, Bologna, Italy from European Association of Agricultural Economists

Abstract: The paper analyses the current differentiation strategies in the market for fresh produce. First a short review of the literature on channel structure and product differentiation is presented, in order to identify, on a theoretical grounding the incentives for differentiation strategies. Second, a case study is drawn of a UK channel intermediary organisation carrying out differentiation policies in the fresh produce category (on behalf of UK multiple retailer customers) supplied by a dedicated Italian grower. Results show that in the fresh produce industry there is room for product differentiation, but with contradictory welfare effects.

Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
Pages: 17
Date: 2007
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaa105:7869

DOI: 10.22004/ag.econ.7869

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