The Food Marketing Research team focuses on the study of agri-food marketing issues, ranging from the farm through to the consumer. In many instances this involves a 'whole chain' or 'network' approach which embraces the marketing environment within which agri-food supply chains and networks operate. This approach enables the major drivers of change - such as developments in agri-food policy, globalisation and consumer behaviour - to be analysed and identified along with their consequences.
Research activities embrace different types of marketing and supply activity, including: the activities of major retailers and processors; the customised chains of small and medium sized food processors; as well as local, regional, direct and collaborative marketing activities. Research questions frequently involve marketing strategy development for enhanced competitiveness; supply chain relationships, efficiency and effectiveness; the implications of marketing environment change; the rural development implications of agri-food marketing activities; and the policy implications of market failure. The team participates in extensive knowledge dissemination activities, and its capabilities include both qualitative and quantitative analysis.
The team is active at Scottish, UK and European levels and has extensive collaborative networks. Recent project clients include the European Commission, the Department for Food, Environment and Rural Affairs (Defra), the Scottish Government and the Home Grown Cereals Authority.
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