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Market Orientation in Food and Agriculture

  • Klaus G. Grunert
  • Hanne Hartvig Larsen
  • Tage Koed Madsen
  • Allan Baadsgaard

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Introduction

    1. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 1-18
  3. Generating Market Intelligence

    1. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 19-27
    2. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 29-73
    3. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 75-111
    4. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 113-142
    5. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 143-163
    6. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 165-177
  4. Developing Market Responsiveness and Profitability

    1. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 179-193
    2. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 195-208
    3. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 209-225
    4. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 227-242
  5. Conclusion

    1. Klaus G. Grunert, Hanne Hartvig Larsen, Tage Koed Madsen, Allan Baadsgaard
      Pages 243-253
  6. Back Matter
    Pages 255-283

About this book

Introduction

In the fall of 1990, the Danish government started a comprehensive research pro­ gramme to improve the competitiveness of the Danish food sector: The Research and Development Programme in the Danish Food Sector (Det F!Ildevareteknologiske Forsk­ nings- og Udviklingsprogram, F0TEK). The programme was based on a combination of basic research to be carried out by universities and other research institutions, and a series of collaboration projects between researchers and food companies. The programme was originally designed as a technological research programme. However, in the planning phases of the research programme, the view that the development of new technologies and products may not be sufficient to improve competitiveness made some ground. A small comer of the overall research effort was therefore set aside for market-oriented research. This comer was filled by the research programme Market-based process and product innovation in the food sector (MAPP). MAPP was a joint research programme in which researchers from several Danish universities and business schools participated; it was coordinated by the Aarhus School of Business. MAPP set out to achieve a difficult task: to conduct high quality research on various aspects of the marketing of food products, to do so in cooperation with food companies, and to win under­ standing and recognition from the colleagues in the food technology departments.

Keywords

Import agriculture organization product development rating

Authors and affiliations

  • Klaus G. Grunert
    • 1
  • Hanne Hartvig Larsen
    • 2
  • Tage Koed Madsen
    • 3
  • Allan Baadsgaard
    • 1
  1. 1.MAPPThe Aarhus School of BusinessDenmark
  2. 2.Copenhagen Business SchoolDenmark
  3. 3.Odense UniversityDenmark

Bibliographic information