Commodities must begin to act like branded companies: some perspectives from the United States

Article Abstract:

Adopting effective branding strategies and obtaining the trust of busy consumers is vital to the growth of the agricultural commodity industry. The dilemma faced by Ocean Spray regarding whether to remain a branded commodity or degenerate into a non-branded commodity is discussed.

United States, Canned fruits and vegetables, AGRICULTURAL PRODUCTION--CROPS, Agricultural industry, Marketing, Company marketing practices, Ocean Spray Cranberries Inc., Juice industry

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Affirming communication's primary role in a manufacturer-retailer context

Article Abstract:

The significance of information sharing between manufacturer and retailers, in maintaining relationship, is examined.

Ireland, Analysis, Manufacturing industry, Manufacturing industries, Marketing communications

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Information technology and customer orientation: a study of direct, mediated, and interactive linkages

Article Abstract:

Extent to which information technology (IT) is linked to a firm's customer orientation is studied.

General services, Information Systems & Theory, Venture Analysis, Usage, Information technology, Company systems management, Information management, Business enterprises

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