Market Intelligence Utilization by Small Food Companies: An Application of the Grounded Theory Method in Exploratory Research

Insights into how small agribusinesses acquire, process, and use market intelligence are critical to improving their marketing competencies and to understanding practices that lead to better business performance. However, the current body of literature is limited in this topic. We apply the exploratory research method of grounded theory to better understand how small- to medium-sized food companies fi nd and utilize information in their decision-making process. We develop a taxonomy of information types sought and provide insight into how and when these fi rms utilize this information. In addition, we develop a conceptual model that demonstrates different relationships between information, knowledge, and actions.


Issue Date:
2010-07
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/139049
Published in:
Journal of Food Distribution Research, Volume 41, Number 2
Page range:
58-72
Total Pages:
15




 Record created 2017-04-01, last modified 2017-08-26

Fulltext:
Download fulltext
PDF

Rate this document:

Rate this document:
1
2
3
 
(Not yet reviewed)