Agriculture Marketing and supply chain management: Challenges and opportunities in Indian Market
Dr Archana Lahoti, Dr Sunita Adhav
In today’s competitive world, competition among different types of firms has become very fierce and expectations of the customers has forced marketers to invest and experiment new business models. Modern management thinkers advocate the collaboration among different business partners including agro business. In this context, study of supply chain management has become an important part in agriculture marketing. Today agro food businesses have realized that they cannot compete as a solely autonomous industry and have to collaborate with other agencies to serve customers better. A pivotal reason for collaborating with supply chain companies is the shelf life constraints of food and agricultural products, the perishable nature of food products and increased customer awareness to safe and environment friendly products. The objective of this paper is to understand the concept of supply chain management and its application in agribusiness. This paper will focus on the concept of Supply chain management, its potential performance constraints and suggested improved approaches.
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Unique Paper ID: 163179

Publication Volume & Issue: Volume 10, Issue 11

Page(s): 976 - 981
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