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2019, vol. 67, iss. 5-6, pp. 370-383
Expansion of marketing channels and their influence on trade in agri-food products: International experiences
aUniversity of Belgrade, Faculty of Economy
bJP Transnafta AD, Belgrade
cHellenic Sugar Industry S.A, Belgrade
Keywords: marketing channels; agriculture; Intertek global operator; competitiveness
Abstract
The research aims to point to the possibilities of efficient placement of agri-food products of the Republic of Serbia as one of the major strategic goals of socio-economic development. More rigorous customer demands for quality products imply an effective marketing channel design that allows fast delivery. France, as an agriculturally developed country, achieves a competitive advantage in the placement of food through the inclusion of Intertek global operator in the channel of marketing. The entire research is based on the application of several methods of modern quantitative and qualitative analysis. The result of the analysis of international experiences is the proposal of an institutional solution and sustainable development of the channel of marketing of agri-food products. Fast, flexible and vertically integrated food marketing channels play a decisive role in competitiveness in the domestic and international market of agribusiness. Increasing competitiveness at domestic, regional and international level is the outcome of the research. By examining the results of structural changes and involving Intertek operators in the food supply chain at the international level, we are pointing to the possible directions of the development of the agribusiness system in the Republic of Serbia. The way to create competitive advantages is to establish, innovate and strengthen links between the subjects of the agribusiness marketing channel as an inseparable component of the reproductive process in the agricultural and food industries.
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article language: English
document type: Original Scientific Paper
DOI: 10.5937/EKOPRE1906370R
published in SCIndeks: 23/11/2019