Fragoso, Rui Manuel de Sousa (2013)Planning Marketing Channels: Case of the Olive
Oil Agribusiness in Portugal. Journal of Agricultural & Food Industrial Organization 2013; 11(1): 1–17
Abstract:
Marketing channels play an important role in the competitiveness
of agribusiness value chains. Thus, this paper
proposes a model for planning marketing channels in
agribusiness that also considers transaction costs. This
model is developed in two steps, diagnostic and decision,
and is applied to the olive oil agribusiness in Portugal.
The diagnostic step includes analysis of the agribusiness
chain value, marketing channels, transaction characteristics,
and institutional environment. The decision step
fits the information from the diagnostic into a qualitative
cost–benefit analysis, based on a multi-criteria problem
of ordering preferences.