Marketingowa orientacja warunkiem przystosowania gospodarstw chłopskich do wymagań rynku
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Date
1995
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Wydział Prawa i Administracji UAM
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Marketing approach as a necessary condition in the process of adapting peasant farms to market requirements
Abstract
The transition to market economy requires appropriate changes to take place in the agricultural
environment, including the conditions in which farms operate. Peasant farms as well as
other businesses need to change from the traditional to the market approach.
Market economy is nowadays a necessary condition for the success to be achieved in the
changing market environment.
The results of a research carried out in July 1994 among farmers selling their produce at
Wielkopolska Giełda Rolno-Ogrodnicza SA in Poznan (Wielkopolska Agricultural and Garden Produce
Exchange) show that only a small number of farm owners use marketing instruments in
practice, whereas the majority represent a 'surviving' attitude. This can be explained by inadequate
knowledge of the principles and rules of market economy. Lack of marketing knowledge may
very soon lead to a loss of a competitive advantage, leading in consequence to a loss of the market
share. Farmers must realise that a change in their attitude from a production focus to a market
focus is a pre-condition in the process of the changes implemented in farms to suit the requirements
of a market economy.
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Digitalizacja i deponowanie archiwalnych zeszytów RPEiS sfinansowane przez MNiSW w ramach realizacji umowy nr 541/P-DUN/2016
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Citation
Ruch Prawniczy, Ekonomiczny i Socjologiczny, 57, 1995, z. 3, s. 63-75