Although the marketing discipline originates from agricultural economics, it currently moves to a new logic that is marked by, among other things, customer value, customer satisfaction, rationships, market orientation and resource-based theories. This article uses this evolving logic in marketing to examine the problem of sharing financial rewards in agricultural supply chains. Building on resourceadvantage theory it is suggested that the potential reward that firms may derive from participating in a supply chain depends on the competitive position of the chain as a whole and on the competitive position of the individual firm within the chain. To understand what its contribution to the chain is worth, the firm should be able to quantify relative customer value. The paper identifies inter- and intra-organizational barriers that may disable the firm to do so. Inappropriate assessments lead to a disability of the firm to take financial rewards in exchange for its contribution to the chain. It is questioned whether academicians currently provide chain practitioners with the appropriate approaches to deal with this problem.
|Title of host publication||Quantifying the Supply Chain, Mini Conference Wageningen University - Frontis, 2005|
|Place of Publication||Wageningen|
|Publication status||Published - 2005|
|Event||Mini Conference Wageningen University - Frontis - |
Duration: 22 Oct 2004 → 24 Oct 2004
|Conference||Mini Conference Wageningen University - Frontis|
|Period||22/10/04 → 24/10/04|