Abstract
In chapters 3 to 6 we discussed various methods for generating market intelligence about consumer and distributor characteristics. In this chapter, we look at the way in which some of these methods were used in a Danish food company, and show which conclusions could be drawn on the basis of the intelligence generated (the case is described in more detail in Baadsgaard, Bisp, Brunsø, Grunert & Skytte, 1994).
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© 1996 Kluwer Academic Publishers
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Grunert, K.G., Larsen, H.H., Madsen, T.K., Baadsgaard, A. (1996). Case: The Generation of Market Intelligence in a Medium-Sized Food Company. In: Market Orientation in Food and Agriculture. Springer, Boston, MA. https://doi.org/10.1007/978-1-4613-1301-4_7
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DOI: https://doi.org/10.1007/978-1-4613-1301-4_7
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4612-8557-1
Online ISBN: 978-1-4613-1301-4
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