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Agile Approaches to Commercializing Agricultural Business: Strategies for a Dynamic Marketing
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Author(s): M. Sudha (Department of Electronics and Communication Engineering, SNS College of Engineering, Coimbatore, India), Saurabh Chandra (School of Law, Bennett University, Greater Noida, India), Suranjit Roy (Department of Agricultural Engineering, Assam University Silchar, Cachar, India), V. Manimegalai (Department of Management Studies, Nandha Engineering College, Erode, India), P. Krishna Priya (Xavier Institute of Management and Entrepreneurship, Bangalore, India)and Sampath Boopathi (Department of Mechanical Engineering, Muthayammal Engineering College, Namakkal, India)
Copyright: 2025
Pages: 32
Source title:
Impact of Digital Transformation on Business Growth and Performance
Source Author(s)/Editor(s): Sérgio Maravilhas (Federal University of Bahia, Brazil)and Rodrigo Ladeira (Federal University of Bahia, Brazil)
DOI: 10.4018/979-8-3693-9783-1.ch021
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Abstract
The agricultural sector is transforming in the face of evolving consumer preferences, technological breakthrough, and shifting market dynamics across the world. This chapter discusses the application of agile business practices for effective commercialization of agriculture products. Flexible marketing strategies adopted by agribusiness firms would now help them face better changes in the place of market, altered regulations, and shifts in demand from consumers. Other techniques among them include data-driven marketing, digital tools, customer segmentation, and agile methodologies; those are, in fact, iterative feedback loops and cross-functional collaboration. Based on this understanding, the chapter will then reveal what it takes for supply chain management, product innovation, and branding to achieve sustainable competitive advantage. For case studies in agriculture, agile marketing is shown to have been successfully used by businesses. Experiences here provide practical insights into the success behind thriving in such a dynamic marketplace.
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