Research concepts in marketing and supply chain management

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Research concepts in marketing and supply chain
management

• Gé Backus
• Agricultural Economics Research Institute

g.b.c.backus_at_lei.wag-ur.nl
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CONTENTS

• Dutch agriculture
• Research
• Supply chain
• Research issues
• Concepts and results
• Concluding remarks

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The Netherlands
Struggle for space nature, water, houses, firms,

infrastructure, agriculture

Netherlands Europe Citizens/km2 407
98 GNP (mln/km2) 6,7 1,4 Cattle and
pigs/km2 549 52 Roads (km/km2)
3,5 0,8 Energy use (index/GNP) 0,26 0,19
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Perspectives primary producers
Traditional agricultural concepts in
exit-phase

• Crop farming
• land expensive, small scale
• Horticulture
• labor expensive, if available
• Greenhouses
• perspective good, when sufficient size
• Intensive livestock farming
• manure, image problem
• Dairy
• land expensive, low world market price

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Research helping to make networks more effective

• Role of the researcher
• contribution to society
• objective and independent

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Consumers
Governments
Retailer
Processor
Farmer
Supplier
Stakeholders
SUPPLY CHAINS
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RESEARCH ISSUES

• Food safety
• Performance
• Global shift
• Managing relationships
• Product quality and variety

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Food safety
Theme quality assurance food safety
indicators Concepts transaction cost, agency
theory public policy analysis information
analysis Results monitoring and trace-back
systems
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Performance
Themes supply chain efficiency incentives
(market development) Concepts activity based
costing agency theory stakeholder and
policy analysis Results (re)framing payment
schemes new markets
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Global shift
Themes trend shifts and triggers Concepts int
ernational data mining farm to
store benchmarking networking Results ea
rly signal system
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Managing relationships
People to people
Theme supply chain coordination
governance social responsibility Concepts trans
action costs, activity based costing systems
approach (integrated) stakeholder dialogue
(interactive) action research Results effectiv
e networks (covenants, alliances) license to
produce lower cost, public flexibility
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Product quality and variety
Themes product innovation and adoption
probability sustainability Concepts focus
groups (customers perspective approach) competit
ive monitor life cycle analysis and activity
based costing supply chain design (identity
preservation) Results healthy products product
adoption projections international product
flow optimization labels (organic, green eco,
private)
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Concluding remarks

• trust management essential
• interactive and
• integrated approach required