The proliferation of products in the agribusiness input supply sector places increasing pressure on suppliers to find ways to influence their retailers to represent their products in the best ways to farmer customers.
This article challenges sales managers to think critically about collaborating with top customers. Instead, the authors suggest managing the closeness of the relationship by assessing the true benefits that come from collaboration.
Like many business sectors, food and agribusiness firms are increasingly offering product-service systems to meet customer expectations.
Agricultural input manufacturers have widely used incentive programs in an effort to influence dealers’ daily activities. The incentive type and intensity vary a great deal, from cash rebates to bonuses, promotional tools, and relationship programs.