In hindsight, it sounds simple to say that customer-facing employees at Consolidated Electrical Distribution (CED) were able to substantially impact the work of their electrician customers by creating a cart. However, the process of getting there can be described as...
Article Dalsace, Frédéric and Sandy Jap. “The friend or foe fallacy: Why your best customers may not need your friendship.” Business Horizons 60 (2017), 483-493. Reviewer Dr. Michael Gunderson, Director and Professor Summary The authors of this article take an...
Article Zhang, Jonathan, Watson IV, George, Palmatier, Robert, and Dant, Rajiv (2016). “Dynamic Relationship Marketing.” Journal of Marketing, 80(9), 53-75. Reviewer Dr. Scott Downey, Associate Director and Professor Summary Relationships are important in...
Article Newman, Claire and Brian C. Briggeman, “Farmers’ Perceptions of Building Trust.” International Food and Agribusiness Management Review, 19(2016): 57-76. Reviewer Dr. Brian Briggeman, Kansas State University Summary Trust is an integral part of maintaining any...
Article Plouffe, C.R., W. Bolander, J.A. Cote, and B. Hochstein. “Does the Customer Matter Most? Exploring Strategic Frontline Employees’ Influence of Customers, the Internal Business Team, and External Business Partners.” Journal of Marketing 80, 2 (2016):...
Measuring Loyalty From AgriMarketing Magazine - A classic example of loyalty is George Clooney’s character, Ryan Bingham, from the 2009 movie “Up in the Air.” A debonair businessman whose job requires frequent travel, Bingham made it his personal goal to join his...
Balance Needs, Values and Innovation to Make Sales From AgriMarketing Magazine - It used to be pretty easy for agrimarketers to describe customers based on their distinct buying preferences. Some were price buyers. Others just wanted convenience. And, a few made...
A Sketch of Today’s Seed Buyer From Seed World Magazine - They're loyal to specific seed brands. They value multiple product and service factors. They make purchase decisions with little input from others. They don't shop for the lowest price. They want stronger...
Selling Large Farmers: It’s Darned Hard Work From AgriMarketing Magazine - There is little question that large farmers are different. Different from what they used to be. Different from other market segments. And different from each other. Anational study of...
