Advance towards a business-to-farmer marketinga perspective from farm input companies

Resumo

The agribusiness industry has changed dramatically in the past decades. The advent of the professionalization of the farmer and consolidation across the industry has changed marketing practices and resource allocation of farm input companies. Whereas the relationship was made only with a few farmers, now it is possible to observe investments to increase the touchpoints and develop a relationship with a mass market. In this context, business-to-farmer (B2F) marketing has emerged as a key managerial practice in the field by companies, who are embracing the different aspects of the farmer if compared to a traditional business. However, a few are known about what characterizes B2F marketing and whether this concept sustains in the marketing literature. This study attempts to advance toward this definition and subsequently discusses how the so-called B2F marketing has been used by agribusiness managers. In other to explore this topic, a perspective from farm input companies was chosen due to the lack of scholarly insights. Five semi-structured interviews were organized with executives from different farm input companies. The results of this study point out that B2F marketing can be recognized as a particular dimension of marketing, different than the B2B and B2C marketing. While companies dealing with farmers need to worry about generating value before, during, and after the farm processes and operations, considering the functional aspects of the farm business, the emotional and social aspects of the farmer may as well be a part of the B2F marketing. The study of this topic is relevant to both marketing academics and practitioners. Regarding academia, this study aims to propose a framework to analyze B2F marketing. To practitioners, this study is valuable to input companies, dealers, and co-ops as it aims to clarify the marketing strategies of companies that deal directly with farmers.

Ficha do documento

Tipo

Dissertação

Ano

2020

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/28865

Palavras-chave

Business-to-farmerMarketing strategyExploratory studyAgronegóciosEstratégias de marketingEstudo exploratórioAdministração de empresasAgroindústriaMarketingEmpresas rurais - Administração