Factors Affecting Written Marketing Plan Adoption by Large‐Scale Grain Producers
| Autor: | David T. Eckman, George F. Patrick, Wesley N. Musser |
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| Rok vydání: | 1996 |
| Předmět: | |
| Zdroj: | Applied Economic Perspectives and Policy. 18:565-574 |
| ISSN: | 2040-5804 2040-5790 |
| DOI: | 10.2307/1349590 |
| Popis: | Grain marketing is becoming increasingly complex for producers. For example, a grain buyer enumerated six marketing alternatives available to producers in 1988 and 11, not counting variations and combinations, in 1994 (Cripe). Thus, producers are faced with a diversity of alternatives in developing their marketing strategies. At the same time, changes in government agricultural policy and increased globalization of agriculture have increased potential price variability (Carlson). As King, Lev, and Nefstead noted, "proper evaluation of alternatives is not a trivial problem" (p. 205). With the increasing complexity of marketing, some producers developed highly specific marketing plans to guide their decisions (e.g., Rulon). A marketing plan, especially a written plan, is seen as a disciplined approach to marketing in what is a frequently changing and emotionally charged environment (Boehlje). The purpose of this study is to determine the effects of producer and farm characteristics on the adoption of written marketing plans for large-scale Midwestern cash grain farmers. The study also examines whether users and nonusers of marketing plans differ in prices received, forward pricing activities, price objectives, and other marketing characteristics. Data for this study were obtained with a survey of participants in the 1994 Top Farmer Crop Workshop at Purdue University. The sample is not a random sample of farmers and the number of observations is limited. However, these large-sc le farmers rate themselves as above average in managerial skills and their behavior may provide information about the potential for marketing plan use by commercial farmers. The results should be considered exploratory and a sourc of hypotheses for further research. |
| Databáze: | OpenAIRE |
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