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Channel management and differentiation strategies in the supply chain for fresh produce.

The article analyses the current differentiation strategies in the market for fresh produce.

Year of Publication2010

The article analyses the current differentiation strategies in the market for fresh produce. The article is arranged into three parts. First a short review of the literature on channel structure and product differentiation is presented in order to identify, on a theoretical grounding, the incentives for differentiation strategies. Second, the fresh produce sector is reviewed and analysed. Finally, an empirical investigation is made of a UK channel intermediary organisation carrying out differentiation policies in the fresh produce category (on behalf of UK multiple retailer customers') supplied by a dedicated Italian grower. Results show that in the fresh produce industry there is room for product differentiation, but with contradictory welfare effects.

Citation

Hingley, M. K. ; Sodano, V. (2010) "Channel management and differentiation strategies in the supply chain for fresh produce."Journal of Food Products Marketing 16 (1) pp 129-146

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Additional keywords/tags

product differentiationfresh producechannel structure and management
Organisation Logo for Harper Adams University

Supporting the development of the national rural economy.

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