Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia

This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains. Two case studies on value chains within the areas of agribusiness are conduc...

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Main Author:	Khairul Niza, Yahya
Format:	Thesis
Language:	English English
Published:	2008
Subjects:	H Social Sciences (General)
Online Access:	http://eprints.utem.edu.my/id/eprint/13938/1/Market_orientation_of_value_chains_based_on_two_case_studies_from.pdf24_pages.pdf http://eprints.utem.edu.my/id/eprint/13938/2/Market_orientation_of_value_chains_based_on_two_case_studies_from.pdf
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id	my-utem-ep.13938
record_format	uketd_dc
spelling	my-utem-ep.139382015-05-28T04:35:06Z Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia 2008 Khairul Niza, Yahya H Social Sciences (General) HD Industries. Land use. Labor This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains. Two case studies on value chains within the areas of agribusiness are conducted. For each value chain, desk research is combined with interviews with decision-makers of all types of value chain members. Interview guidelines are derived from a conceptual model of potential determinants of value chain market orientation. Degree of market orientation of value chains is found to be related to degree of heterogeneity and dynamism of end-users served, nature of chain relationships, regulations and prevailing mental models of decision-makers. Short and balanced chains are believed to further upstream market orientation. 2008 Thesis http://eprints.utem.edu.my/id/eprint/13938/ http://eprints.utem.edu.my/id/eprint/13938/1/Market_orientation_of_value_chains_based_on_two_case_studies_from.pdf24_pages.pdf application/pdf en public http://eprints.utem.edu.my/id/eprint/13938/2/Market_orientation_of_value_chains_based_on_two_case_studies_from.pdf application/pdf en validuser http://library.utem.edu.my:8000/elmu/index.jsp?module=webopac-d&action=fullDisplayRetriever.jsp&szMaterialNo=0000063133 masters UTeM Faculty of Technology Management and Technopreneurship
institution	Universiti Teknikal Malaysia Melaka
collection	UTeM Repository
language	English English
topic	H Social Sciences (General) H Social Sciences (General)
spellingShingle	H Social Sciences (General) H Social Sciences (General) Khairul Niza, Yahya Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia
description	This paper extends the concept of market orientation from the firm to the value chain level and seeks to develop empirically founded propositions on determinants of different levels of market orientation of value chains. Two case studies on value chains within the areas of agribusiness are conducted. For each value chain, desk research is combined with interviews with decision-makers of all types of value chain members. Interview guidelines are derived from a conceptual model of potential determinants of value chain market orientation. Degree of market orientation of value chains is found to be related to degree of heterogeneity and dynamism of end-users served, nature of chain relationships, regulations and prevailing mental models of decision-makers. Short and balanced chains are believed to further upstream market orientation.
format	Thesis
qualification_level	Master's degree
author	Khairul Niza, Yahya
author_facet	Khairul Niza, Yahya
author_sort	Khairul Niza, Yahya
title	Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia
title_short	Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia
title_full	Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia
title_fullStr	Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia
title_full_unstemmed	Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia
title_sort	market orientation of value chains based on two case studies from livestock industry in malaysia
granting_institution	UTeM
granting_department	Faculty of Technology Management and Technopreneurship
publishDate	2008
url	http://eprints.utem.edu.my/id/eprint/13938/1/Market_orientation_of_value_chains_based_on_two_case_studies_from.pdf24_pages.pdf http://eprints.utem.edu.my/id/eprint/13938/2/Market_orientation_of_value_chains_based_on_two_case_studies_from.pdf
_version_	1747833814365765632

Market Orientation Of Value Chains Based On Two Case Studies From Livestock Industry In Malaysia

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