Production and Marketing Strategies of Spanish Citrus Farmers
研究西班牙柑橘种植者的生产特征与商业导向之间的关系，通过聚类分析识别不同战略群体，发现行业复杂性挑战了简单的“好”与“弱”结构假设。
Farmers are constantly exhorted to be good marketers. This research explores the connection between production characteristics and producer business orientation in the Spanish citrus industry. The sector lends itself to this study because it is by far the world's largest exporter of fresh oranges and mandarins, and yet has been criticised for fundamental weaknesses not only in the structure of production systems but also in the patterns of marketing activity. Survey data from Valencia are used to test the assumption that specialised producers also possess enirepreneurial attitudes and attributes. Cluster analysis is used to identify strategic groups of producers according to production characteristics and producer business orientation. The complexity of the industry is found to defy simple polar hypotheses about “good” and “weak” structures and strategies.