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.
Developing strategy is tough stuff. Because it is so difficult to do, many strategy documents turn out to be a “check the box – we got one” set of slogans that don’t really inform decisions and are difficult to implement. Consequently, the pithy strategy statement is not translated into real work, which is essential to improve the performance of the business. So how do we solve this dilemma?
Customer journey mapping is a concept that builds on touchpoints, and organizes the customer journey through these touchpoints in a three-part approach: preservice, service, and postservice.
There are two types of contracts: legal and psychological. This article suggests that marketers and retailers have to remember that to a customer, perception is reality.
The author of this article makes the case that growth is as important to the bottom line as margin and that the two aren’t mutually exclusive. He also offers metrics and a framework for analysis.
The authors of this article explore the balance between complexity and clarity in a company’s strategy. They argue that in a complex environment, a company should strive for clarity in their business strategy.
This research begins with the idea that the benefit a buyer receives from a service is a multi-faceted concept made up of functional, emotional and social benefits. The results show that all three are important to a business buyer’s overall satisfaction.
Measuring firms' performance outcomes with respect to marketing is an important aspect of decision making for managers in all industries—especially in food and agribusiness. This study provides insight in designing marketing control systems.