文章基本信息

标题：International Flower Networks: Transparency and Risks in Marketing Channel Choice
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作者：Wijnands, Jo H.M. ; van der Lans, Karin ; Hobbs, Jill E. 等
期刊名称：Journal of Agribusiness
印刷版ISSN：0738-8950
出版年度：2006
期号：suppl
出版社：Journal of Agribusiness
摘要：Two thirds of Kenyan cut flowers are marketed through Dutch flower auctions, while the remainder is marketed directly to retailers. Auctions do not restrict the volumes marketed; however price determination is based on a spot market. A Transaction Cost approach is used to investigate the differences in marketing costs between the channels. The results suggest that there are no differences between the channels in terms of uncertainty about prices, finding buyers or transparency of quality standards. Auction growers pay a higher marketing fee but they have significantly fewer office employees and flower varieties compared to growers who market directly.
关键词：Transaction Costs;Auction;Flowers;Kenya;Netherlands