Explication of marketing evolvement under the retailers initiatives on F&V sector in EU

2016 Fiscal Year Final Research Report

• Project/Area Number: 25304034
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Partial Multi-year Fund
• Section: 海外学術
• Research Field: Agricultural science in management and economy
• Research Institution: Kagoshima University
• Principal Investigator: Lee Jaehyeon 鹿児島大学, 農水産獣医学域農学系, 准教授 (60292786)
• Co-Investigator(Kenkyū-buntansha): 森嶋 輝也 国立研究開発法人農業・食品産業技術総合研究機構, その他部局等, 研究員 (30391486) ; 清野 誠喜 新潟大学, 自然科学系, 教授 (90225095)
• Project Period (FY): 2013-04-01 – 2017-03-31
• Keywords: 小売主導型流通システム / 青果物 / 産地出荷組織 / 産地マーケティング / サプライチェーン

Outline of Final Research Achievements

This study had been surveyed to thirteen large-scale cooperatives dealing with Fruits and Vegetable in EU. According to the case study, to ensure the conditions required by large-scale retail firms almost cooperatives had built up the efficient supply chain with satisfy the private standard as well as expanding their sale volume and range of products. There are, however, two different types of marketing strategies between a parts of cooperatives willingness to comply with retail firms’ buying power and other cooperatives having bargaining power could be resist to retailers’ pressure. On the other hand, it was impressive finding that a certain marketing measures acting to maintain the power balance in respective cooperative.

Free Research Field

フードシステム