Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia

Khairul Niza, Yahya (2008) Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia. Masters thesis, UTeM.

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Abstract

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. Two case studies on value chains within the areas of agribusiness are conducted. For each value chain, desk research is combined with interviews with decision-makers of all types of value chain members. Interview guidelines are derived from a conceptual model of potential determinants of value chain market orientation. 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.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Marketing research, Farm produce -- Marketing, Food industry and trade -- Management, Agricultural industries -- Management
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor
Divisions:	Library > Tesis > FPTT
Depositing User:	Siti Syahirah Ab Rahim
Date Deposited:	11 Dec 2014 14:17
Last Modified:	28 May 2015 04:35
URI:	http://eprints.utem.edu.my/id/eprint/13938
Statistic Details:	View Download Statistic

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