Positioning of Firms and Products in International Markets: Cases from the Danish and New Zealand Food and Beverage Sector

摘要

It has been argued that businesses across all sectors should move toward interactions, relationships, and networks. There are few practical guidelines, however, on how to implement such a marketing approach in the food and beverage sectors. This paper seeks to address the problem by discussing some findings from a four-year research programme. First, the paper reports on how businesses can segment their suppliers and customers. Second, it examines different tangible and intangible marketing practices.