Value in Food and Agriculture (eBook)

In food and agriculture, the creation of value is paramount to any company's survival, and even more so at a time where dramatic changes in business and industrial marketing's context are leading to fundamental changes in what companies should be analysing, creating, and delivering. Although there has been a lot of literature generated on the topic, there is a general feeling among academics and practitioners that we have only just begun to understand what is meant by 'value'. Many different angles of value have been investigated and specifically in food and agriculture. However, holes remain to be filled, and new fields need to be explored. The overall objective of the special issue is to provide a comprehensive collection of cutting-edge theories and research on 'value' as analysed, created, and delivered by business and industrial marketing organisations and as perceived and experienced by their customers, suppliers, and other important stakeholders within the arena of food and agriculture.

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In food and agriculture, the creation of value is paramount to any company's survival, and even more so at a time where dramatic changes in business and industrial marketing's context are leading to fundamental changes in what companies should be analysing, creating, and delivering.Although there has been a lot of literature generated on the topic, there is a general feeling among academics and practitioners that we have only just begun to understand what is meant by 'value'. Many different angles of value have been investigated and specifically in food and agriculture. However, holes remain to be filled, and new fields need to be explored.The overall objective of the special issue is to provide a comprehensive collection of cutting-edge theories and research on 'value' as analysed, created, and delivered by business and industrial marketing organisations and as perceived and experienced by their customers, suppliers, and other important stakeholders within the arena of food and agriculture.