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Books > Business & Economics > Industry & industrial studies > Distributive industries
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Market Orientation in Food and Agriculture (Paperback, Softcover reprint of the original 1st ed. 1996)
Loot Price: R4,012
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Market Orientation in Food and Agriculture (Paperback, Softcover reprint of the original 1st ed. 1996)
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In the fall of 1990, the Danish government started a comprehensive
research pro gramme to improve the competitiveness of the Danish
food sector: The Research and Development Programme in the Danish
Food Sector (Det F Ildevareteknologiske Forsk nings- og
Udviklingsprogram, F0TEK). The programme was based on a combination
of basic research to be carried out by universities and other
research institutions, and a series of collaboration projects
between researchers and food companies. The programme was
originally designed as a technological research programme. However,
in the planning phases of the research programme, the view that the
development of new technologies and products may not be sufficient
to improve competitiveness made some ground. A small comer of the
overall research effort was therefore set aside for market-oriented
research. This comer was filled by the research programme
Market-based process and product innovation in the food sector
(MAPP). MAPP was a joint research programme in which researchers
from several Danish universities and business schools participated;
it was coordinated by the Aarhus School of Business. MAPP set out
to achieve a difficult task: to conduct high quality research on
various aspects of the marketing of food products, to do so in
cooperation with food companies, and to win under standing and
recognition from the colleagues in the food technology
departments."
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