Taiwan¡¦s mango peasants and industries can gain from trade, especially by exporting high-quality mangos to high-income countries of the world ( like Japan ). But there are still some Taiwanese mango peasants who suffer from low bargaining power in a nearly perfectly competitive market and the downward trend of market prices. By interviewing peasants and middlemen about marketing channels of mangos of Yujing Township in Tainan County, I found the following aspects as crucial for a high-profit marketing of mango: agricultural technology, grading and packaging, quality control and logistical conditions as well as a better interaction between peasants, farmers¡¦ associations, enterprises and governmental institutions. Thus, I consider using markets segmentation as a good strategy in order to increase the competitiveness of agricultural products and lower nontariff trade barriers, therefore help raising peasants¡¦ bargaining power and solute the problem of downward trend of market prices. Markets segmentation is a term used in order to describe the segmentation of agricultural products according to their characteristics. The four aspects mentioned above make the markets segmentation efficient. Good interactions between peasants, farmers¡¦ associations, enterprises and governmental institutions can facilitate the operation in the marketing system and thus increase the value of agricultural products. This study also inspires China¡¦s peasants as well as makes China government the scholar who research problems about agriculture, rural areas and peasantry understand the problems of Mainland China¡¦s agricultural products marketing.

Thesis (Ph. D.)--University of Texas at Austin, 2001. / Vita. Includes bibliographical references (leaves 256-277). Available also in a digital version from Dissertation Abstracts.

Not available / text

published_or_final_version / Industrial and Manufacturing Systems Engineering / Master / Master of Philosophy

Thesis (PH.D.)--Michigan State University. Marketing, 2008. / Title from PDF t.p. (viewed on Aug. 11, 2009) Includes bibliographical references (p. 232-250). Also issued in print.

Thesis (Ph. D.)--Columbia University, 1993. / Includes bibliographical references (leaves 174-183).

Thesis (Ph. D.)--Ohio State University, 2006. / Title from first page of PDF file. Includes bibliographical references (p. 62-69).

Thesis (M.S.)--University of Delaware, 2007. / Principal faculty advisor: Cihan Cobanoglu, Dept. of Hotel, Restaurant, & Institutional Management. Includes bibliographical references.

No abstract available / Graduate School of Business Leadership / M.B.L.

The rapidly intensifying adoption of the Internet channel for marketing and sales by incumbent bricks-and-mortar retailers underscores the importance of assessing the impact of the online channel strategies on firm performance in the dynamic competitive environment. At the time when store-based retailers increasingly dominate online sales the questions of when and how an incumbent retailer should adopt an online channel to achieve and sustain a competitive advantage are of utmost interest for both marketing scholars and practitioners. This dissertation investigates the role of two strategic decisions in affecting firm performance: (a) the order of adopting an online channel by incumbent retailers and (b) the degree of coordination between store and online sales channels. The resource-based view and the dynamic capabilities approach are used as theoretical foundations for the study. Following resource-based logic and applying a contingency perspective, this research proposes that firm-specific resource endowments determine the success of the order of online entry strategy for incumbent retailers. This dissertation utilizes the dynamic capabilities approach to propose that the strategy of inter-channel channel coordination leads to higher performance when core, unique dynamic capabilities pertaining to e-commerce are developed in-house, as opposed to being outsourced. By posing and answering the research questions regarding the role of strategic decisions of order of online entry and channel coordination in enhancing long-term financial and operational performance, this dissertation contributes to the development of strategic theory in the nascent areas of electronic commerce and multi-channel retailing, provides further empirical support to resource-based theory of competitive advantage, and assists managers in formulating more informed strategic objectives for achieving multi-channel competitive advantage.