Please use this identifier to cite or link to this item: http://hdl.handle.net/10174/9678

Title: Planning Marketing Channels: Case of the Olive Oil Agribusiness in Portugal
Authors: Fragoso, Rui
Keywords: marketing channels
agribusiness
transaction costs
cost-benefit
multi-criteria
Issue Date: 2013
Publisher: DE GRUYTER
Citation: 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.
URI: http://hdl.handle.net/10174/9678
Type: article
Appears in Collections:CEFAGE - Publicações - Artigos em Revistas Internacionais Com Arbitragem Científica
GES - Publicações - Artigos em Revistas Internacionais Com Arbitragem Científica
ICAAM - Publicações - Artigos em Revistas Internacionais Com Arbitragem Científica

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