Food and Agribusiness Marketing in Europe PDF
Preview Food and Agribusiness Marketing in Europe
Food and Agribusiness Marketing in Europe Food and Agribusiness Marketing in Europe Matthew Meulenberg, PhD Editor CRC Press Taylor Si Francis Group Boca Raton London New York CRC Press is an imprint of the Taylor & Francis Group, an informa business Published by International Business Press, 10 Alice Street, Binghamton, NY 13904-1580, USA. International Business Press is an imprint of The Haworth Press, Inc., 10 Alice Street, Binghamton, NY 13904-1580, USA. Food and Agribusiness Marketing in Europe has also been published as Journal of International Food dc Agribusiness Marketings Volume 5, Numbers 3/4 1993. © 1993 by The Haw'orth Press, Inc. All rights reserved. No part of this work may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, microfilm and recording, or by any infonnation storage and retrieval system, without permission in writing from the publisher. Printed in the United States of America. The development, preparation, and publication of this work has been undertaken with great care. However, the publisher, employees, editors, and agents of The Haworth Press and all imprints of The Haworth Press, Inc., including The Haworth Medical Press and Phaimaceutical Products Press, are not responsible for any errors contained herein or for consequences that may ensue from use of materials or information contained in this work. Opinions expressed by the author(s) are not neces sarily those of The Haworth Press, Inc. Reprinted 2009 by CRC Press Library of Congress Cataloging-in-Publlcation Data Food and agribusiness marketing in Europe / Matthew Meulenbeig, editor, p. cm. Includes bibliographical references and index. ISBN 1-56024-474-7 (alk. paper) 1. Food industry and trade-Europe-Case studies. 2. Farm produce-Europe-Maiketing- Case studies. 3. Agricultural industries-Europe-Case studies. I. Meulenbeig, Matthew. HD9015.A2F66 1993 38U.41 '094-<lc20 93-34606 CIP Food and Agribusiness Marketing in Europe CONTENTS Preface XI Erdener Kaynak Introduction Matthew Meulenberg Agricultural Marketing in Germany M. Besch Strategic Marketing Objectives in Mergers and Acquisitions in the Greek Food Industry 37 George G. Panigyrakis The Agrifood System in Italy: Structural Adjustments to Face the Internationalization of the Food Industry 55 Franco Rosa Giovanni Galizzi Agricultural and Food Marketing in the United Kingdom: A Review of Some Current Issues 83 Jeffrey Lament Christopher Ritson Agricultural Marketing in France 113 Bernard Yon Sylvie Bernaud Agricultural Marketing in Ireland 127 Eamonn Pitts Agricultural Marketing in Belgium and the Netherlands 141 Matthew Meulenberg Jacques Viaene Agricultural Marketing in Spain 163 J. Briz Characteristics of Agricultural Marketing in Hungary During the Formation of Market Economy 179 Jozsef Lehota Index 197 ABOUT THE EDITOR Dr. Matthew Meulenberg is Professor of Marketing and Marketing Research at the Agricultural University Wageningen in the Nether lands and Visiting Professor at the Institute Agronomico Mediterra neo de Zaragoza in Spain. He is also a member of the Board of Direc tors of the Co-operative Flower Auction Aalsmeer, the Netherlands. Preface During the last four decades, a number of changes and develop ments have taken place in European food and agribusiness market ing. As well, a number of structural and contextual developments have been augmented within the framework of the European Com munity which created uniform and unifíed agricultural and food marketing systems with effect from January 1st, 1993. Although a number of legislations have been enacted and agricultural and food management and marketing policies have been developed so far, more work needs to be done in the future for fine tuning of policies and strategies in light of the changes taking place in the volatile European business environment. In particular, problems and hurdles are expected at the implementation stage as there are tremendous divergences among member countries in their needs and expecta tions as well as their priorities in the implementation of the laws and regulations. Besides these pronounced food and agricultural mar keting problems and hurdles among European Community member countries, the intensified trade war between Nortít America and the European Community will have a far reaching impact on food and agricultural marketing in Europe in the years to come. This is creat ing intra as well as inter trade wars in food and agribusiness areas on both sides of the Atlantic. Problems experienced between Eu rope and North America may spill over to the Asia-Pacific region thereby creating a stmggle among the Triad member countries. In view of these very important changes and developments tak ing place in European food and agribusiness, a special volume on the topic was commissioned. Professor Matthew Meulenberg of Wa- {Haworth co-indexing entry note]: “Preface/’Kaynak, Erdener. Co-published simultaneously in the Journal of International Food & Agribusiness Marketing (The Haworth Press, Inc.) Vbl. 5, No. 3/4, 1993, pp. xv-xvi; and: Food and Agribusiness Marketing in Europe (ed: Matthew Meulenberg) The Haworth Press, Inc., 1993, pp. xi-xii. Multiple copies of this article/chapter may be purchased from The Haworth Document Delivery Center [ I-800-3-HAWORTH; 9:00 a.m. - 5:00 pjn. (EST)J. © 1993 by The Haworth Press, Inc. All rights reserved. XI
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