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dc.contributor.authorGrunert, Klaus Gen_UK
dc.contributor.authorJeppesen, Lisbeth Fruensgaarden_UK
dc.contributor.authorJespersen, Kristina Risomen_UK
dc.contributor.authorSonne, Anne-Metteen_UK
dc.contributor.authorHansen, Kareen_UK
dc.contributor.authorTrondsen, Torbjornen_UK
dc.contributor.authorYoung, Jamesen_UK
dc.description.abstractPurpose - This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains. Design/methodology/approach - Four case studies on value chains within the areas of agribusiness and fisheries are conducted. For each value chain, desk research is combined with interviews with decision-makers of all types of value chain members. Interview guidelines were derived from a conceptual model of potential determinants of value chain market orientation. Findings - Degree of market orientation of value chains is found to be related to degree of heterogeneity and dynamism of end-users served, nature of chain relationships, regulations and prevailing mental models of decision-makers. Short and balanced chains are believed to further upstream market orientation. Research limitations/implications - The results point at two areas, where additional research on market orientation is called for: a better conceptualization of market intelligence and theorizing on most cost effective ways of being market oriented, including implications for the distribution of market oriented activities among value chain members. Practical implications - The paper underlines the importance of managing channel relationships, up to and including vertical integration, when serving markets with high degrees of end-user volatility. Originality/value - This paper is the first empirical contribution to the market orientation literature employing a perspective encompassing the whole value chain.en_UK
dc.relationGrunert KG, Jeppesen LF, Jespersen KR, Sonne A, Hansen K, Trondsen T & Young J (2005) Market orientation of value chains: A conceptual framework based on four case studies from the food industry. European Journal of Marketing, 39 (5-6), pp. 428-455.
dc.rightsThe publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.en_UK
dc.subjectFood industryen_UK
dc.subjectMarket orientationen_UK
dc.subjectValue chainen_UK
dc.titleMarket orientation of value chains: A conceptual framework based on four case studies from the food industryen_UK
dc.typeJournal Articleen_UK
dc.rights.embargoreason[Young_2005_Market_orientation_of_value_chains.pdf] The publisher does not allow this work to be made publicly available in this Repository therefore there is an embargo on the full text of the work.en_UK
dc.citation.jtitleEuropean Journal of Marketingen_UK
dc.type.statusVoR - Version of Recorden_UK
dc.contributor.affiliationAarhus Universityen_UK
dc.contributor.affiliationAarhus Universityen_UK
dc.contributor.affiliationAarhus Universityen_UK
dc.contributor.affiliationAarhus Universityen_UK
dc.contributor.affiliationUniversity of Tromsoen_UK
dc.contributor.affiliationUniversity of Tromsoen_UK
dc.contributor.affiliationMarketing & Retailen_UK
rioxxterms.typeJournal Article/Reviewen_UK
local.rioxx.authorGrunert, Klaus G|en_UK
local.rioxx.authorJeppesen, Lisbeth Fruensgaard|en_UK
local.rioxx.authorJespersen, Kristina Risom|en_UK
local.rioxx.authorSonne, Anne-Mette|en_UK
local.rioxx.authorHansen, Kare|en_UK
local.rioxx.authorTrondsen, Torbjorn|en_UK
local.rioxx.authorYoung, James|en_UK
local.rioxx.projectInternal Project|University of Stirling|
Appears in Collections:Marketing and Retail Journal Articles

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