Horațiu Oliviu Buzgău – Doctoral School of Communication, Public Relations and Advertising, Babeș-Bolyai University, Cluj-Napoca, România
Smaranda Adina Cosma – Faculty of Business, Babeș-Bolyai University, Cluj-Napoca, România
7th International Scientific-Business Conference – LIMEN 2021 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – SELECTED PAPERS, Online/virtual, December 16, 2021, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-53-0, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.S.P.2021
Agribusiness is one of the major forces in global economic development. Since the 1980s, diversification has been seen by agribusiness as one of the right strategies to improve and increase its status, but the COVID-19 pandemic has exposed the vulnerabilities of agribusiness. In this new context, companies have capitalized on the marketing dimension, shaping their identity to transfer and add value, especially to end consumers. The brand is an intangible bridge that strengthens entrepreneurial capital. The paper aims to analyze the impact of the COVID-19 pandemic on the main players in the agribusiness industry, taking into account marketing performance indicators such as turnover, rating and brand value before and during the COVID-19 pandemic. Exploratory research was performed based on the analysis of secondary data. Given the annual agribusiness reports, the first ten agribusinesses were generated and analyzed using the rankings on turnover, profit and brands developed by Forbes, Brand Finance and Interbrand. The research classified agribusiness taking into account the market they addressed: B2B, B2C, or mixed formula. Only Nestlé is present in all the rankings. From the rating point of view, the pandemic generated by the new Coronavirus did not produce notable implications on the brand of the big players in the international agribusiness. For Romanian agribusinesses, Transavia, Cris-Tim, Vel Pitar are in the top ten in terms of turnover and brand value. The study emphasizes the complementarity of analyzes and the interdependence between them.
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Aaker, D. (2014). Aaker on Branding: 20 Principles That Drive Success, Morgan James Publishing.
Brenes, E.R., Ciravegna, L., & Acuña, J. (2020). Differentiation strategies in agribusiness – A configurational approach. Journal of Business Research, Volume 119. https://doi. org/10.1016/j.jbusres.2020.07.048
Chahal, H., & Kaur, J. (2013). Impact of marketing capabilities on competitive advantage and business performance: research propositions. Int. J. Business Competition and Growth, Vol. 3, No. 2.
Clay, P.M., & Feeney, R. (2019). Analyzing agribusiness value chains: a literature review. International Food and Agribusiness Management Review, Volume 22, Issue 1. DOI: 10.22434/ IFAMR2018.0089
Dani, S. (2015). Food Supply Chain Management and Logistics: From Farm to Fork, Kogan Page.
Galaz, V., Centeno, M.A., Callahan, P.W., Causevic, A., Patterson, T., Brass, I., Baum, S., Farber, D., Fischer, J., Garcia, D., McPhearson, T., Jimenez, D., King, B., Larcey, P., & Levy, K. (2021). Artificial intelligence, systemic risks, and sustainability. Technology in Society, Volume 67, 101741. https://doi.org/10.1016/j.techsoc.2021.101741
Grashuis, J. (2017). Branding by U.S. Farmer Cooperatives: An empirical study of trademark ownership. Journal of Co-operative Organization and Management, Volume 5, Issue 2. https://doi.org/10.1016/j.jcom.2017.09.002
Hanf, J.H., & Kuhl, R. (2005). Branding and its Consequences for German Agribusiness. Agribusiness, Vol. 21(2), 177-189.
Hron, J., Štusek, J., Arnost, M., Huml, J., & Platilova-Vorlickova, L. (2007). Diversification – strategy of building the competitive advantage in agribusiness. Agric. Econ., 53(12), 580–584. Available from: https://www.researchgate.net/publication/289186690_Diversification_-_Strategy_of_building_the_competitive_advantage_in_agribusiness [accessed Nov 18 2021]
Huang, R., & Sarigöllü, E. (2014). Assessment of brand equity measures. International Journal of Market Research, 56(6), 783-806. doi: 10.2501/IJMR-2014-037
Kaufman, P., Handy, C., McLaughlin, E., Park, K., & Green, G. (2000). Understanding the dynamics of produce markets: Consumption and consolidation grow. U.S. Department of Agriculture, Economic Research Service. Available from: https://www.ers.usda.gov/webdocs/publications/42294/32086_aib758_002.pdf?v=42487 [accessed Nov 20 2021]
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi: 10.2307/1252054
Keller, K, L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, USA: Prentice Hall.
King, R.P., Boehlje, M., Cook, M.L., & Sonka, S.T. (2010). Agribusiness Economics and Management. American Journal of Agricultural Economics, 92, 554-570. https://doi.org/10.1093/ ajae/aaq009
Lewis, G., Crispin, S., Bonney, L., Woods, M., Fei, J., Ayala, S., & Miles, M. (2014). Branding as innovation within agribusiness value chains. Journal of Research in Marketing and Entrepreneurship, Vol. 16, 2, 146-162. https://doi.org/10.1108/JRME-03-2014-0005
Moschitz, H., Muller, A., Kretzschmar, U., Haller, L., de Porras, M., Pfeifer, C., Oehen, B., Willer, H., & Stolz, H. (2021). How can the EU Farm to Fork strategy deliver on its organic promises? Some critical reflections, EuroChoices, 20, 30-36. https://doi.org/10.1111/1746- 692X.12294
Neves, M.F., Kalaki, R.B., Rodrigues, J.M., & Gray, A.W. (2019). Strategic Planning and Management of Food and Agribusiness Chains: The ChainPlan Method (Framework). Rev. Bras. Gest. Neg. São Paulo v.21, Special Issue. https://doi.org/10.7819/rbgn.v21i4.4012
Oliveira, R.O., & Spersi, E.E. (2018). Brand equity in agribusiness: Brazilian consumer perceptions of pork products. Rev. adm. Empress, 58(4). https://doi.org/10.1590/S0034- 759020180403
Oliveira, R. O., & Spers, E. E. (2011). Use of branding strategies in agribusiness commodities: A literature review work and research propositions. Annual World Forum and Symposium of the International Food and Agribusiness Management Association (IFAMA), Frankfurt, Germany.
Saes, M.S.M., & Spers, E.E. (2006). Consumer’s perception regarding to the attributes of differentiation in the rural segment: the coffee in the internal market. Rural & Agro-industrial Organizations, Lavras, Vol. 8, No. 3, 354-367
Schebesta, H., & Candel, J.J.L. (2020). Game-changing potential of the EU’s Farm to Fork Strategy. Nat Food 1, 586–588. https://doi.org/10.1038/s43016-020-00166-9
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected Marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. doi: 10.1177/0092070300282002