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Convergence and Divergence in Meanings Among Actors in the Value Chain for Potatoes

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Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

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Abstract

This paper studies how different actors in the Danish potato sector collaborate to develop, produce and market high-quality fresh potatoes to consumers. Specifically, the paper explores meaning and meaning construction. Although meanings are quite convergent, actors have difficulties in finding common ground and therefore relationships between actors are strained.

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Author information

Authors and Affiliations

  1. Athens, USA

    Lars Esbjerg

Authors
  1. Lars Esbjerg
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Editor information

Editors and Affiliations

  1. Ohio University, Athens, Ohio, USA

    Dawn R. Deeter-Schmelz

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© 2015 Academy of Marketing Science

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Esbjerg, L. (2015). Convergence and Divergence in Meanings Among Actors in the Value Chain for Potatoes. In: Deeter-Schmelz, D. (eds) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11797-3_40

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