Pennings, Joost M.E.; Irwin, Scott H.; Good, Darrel L. - NCR-134 Conference on Applied Commodity Price Analysis, … - 2001
In an effort to improve marketing of their products, many farmers use market advisory services (MAS). To date, there is … their marketing plans, and how they choose among these services. Based on the literature on consulting services usage, a … the match between the MAS and the farmer's marketing philosophy drive MAS usage. To account for possible heterogeneity …
