Why go supply-chaining in aggie products marketing? A view through the lens of transaction costs.
Daite R. B.
PCARRD Monitor 35 : 10-11
Abstract : This paper contends that issues in agricultural marketing in the Philippines may be better examined from a supply chain management approach using a transaction cost economics reasoning. It briefly discusses the findings of two studies on Philippine fruits (export mango and banana), which show how marketing constraints are better understood from a transaction cost economics perspective. These studies bare the problems on price information asymmetry, adversarial marketing, non-differential pricing, and difficulty in relational contracting that all take a toll on efficiency.