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International marketing of agro‐food products by developing country firms: Some conceptual issues
Author(s) -
Singh Sukhpal
Publication year - 1996
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/(sici)1520-6297(199601/02)12:1<99::aid-agr9>3.0.co;2-k
Subject(s) - marketing , business , international marketing , marketing management , developing country , international market , marketing strategy , food marketing , key (lock) , return on marketing investment , economics , commerce , economic growth , computer science , computer security
International marketing involves many controllable and noncontrollable variables for developing country firms dealing in agro‐food products. The inherent advantages and disadvantages belonging to these countries are to be managed by these firms so that the influence of macrofactors does not override the firm level variables crucial for gaining a competitive edge in the market. This article contextualizes the problems of international marketing of agro‐food products in the various approaches to marketing, provides insights into many new dimensions of international marketing, and argues that internalizing the external barriers is the key to better international marketing. © 1996 John Wiley & Sons, Inc.