Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 344441
Title On the (dis)ability of the firm to quantify chains : a marketing prespective on sharing financial rewards
Author(s) Ingenbleek, P.T.M.
Source In: Quantifying the Supply Chain, Mini Conference Wageningen University - Frontis, 2005. - Wageningen : Wageningen UR - p. 101 - 113.
Event Wageningen : Wageningen UR Mini Conference Wageningen University - Frontis, 2004-10-22/2004-10-24
Department(s) Marketing and Consumer Behaviour
Publication type Contribution in proceedings
Publication year 2005
Abstract Although the marketing discipline originates from agricultural economics, it currently moves to a new logic that is marked by, among other things, customer value, customer satisfaction, rationships, market orientation and resource-based theories. This article uses this evolving logic in marketing to examine the problem of sharing financial rewards in agricultural supply chains. Building on resourceadvantage theory it is suggested that the potential reward that firms may derive from participating in a supply chain depends on the competitive position of the chain as a whole and on the competitive position of the individual firm within the chain. To understand what its contribution to the chain is worth, the firm should be able to quantify relative customer value. The paper identifies inter- and intra-organizational barriers that may disable the firm to do so. Inappropriate assessments lead to a disability of the firm to take financial rewards in exchange for its contribution to the chain. It is questioned whether academicians currently provide chain practitioners with the appropriate approaches to deal with this problem.
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