Specialty products, rural livelihoods and agricultural marketing reforms in China

Brown, Colin, Waldron, Scott and Longworth, John (2011) Specialty products, rural livelihoods and agricultural marketing reforms in China. China Agricultural Economic Review, 3 2: 224-244. doi:10.1108/17561371111131335

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Author Brown, Colin
Waldron, Scott
Longworth, John
Title Specialty products, rural livelihoods and agricultural marketing reforms in China
Journal name China Agricultural Economic Review
ISSN 1756-137X
Publication date 2011
Sub-type Article (original research)
DOI 10.1108/17561371111131335
Volume 3
Issue 2
Start page 224
End page 244
Total pages 21
Place of publication Bingley, W. Yorks., United Kingdom
Publisher Emerald Group Publishing
Collection year 2012
Language eng
Formatted abstract
Purpose – The purpose of this paper is to apply a market efficiency theoretical framework to analyse and postulate solutions to the challenges confronting China in engaging smallholders in higher value, specialty, agricultural product markets. A marketing experiment/trial to test these ideas is evaluated.
Design/methodology/approach – The case of fine-wool marketing is used to illustrate issues associated with specialty product marketing. The market efficiency approach highlights the difficulties involved in relaying accurate product prices and values (exchange efficiency) while aligning the logistical requirements of higher value market segments with the small, dispersed and locationally remote smallholders (operational efficiency). The marketing experiment/trial was conducted in three fine-wool-growing counties in Western China in 2008.
Findings – The fine-wool case study highlights that modernization of the marketing system is required not only so that smallholders can access the premium prices potentially available but also to improve international competitiveness.
Originality/value – Engaging smallholders in specialty agricultural product markets poses significant challenges for China. The market efficiency approach (exchange efficiency versus operational efficiency) provides a new perspective on these challenges and offers new insights about appropriate policy settings both at a macro- and micro-level.
Keyword China
Textile industry
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2012 Collection
School of Agriculture and Food Sciences
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Citation counts: TR Web of Science Citation Count  Cited 1 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 4 times in Scopus Article | Citations
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Created: Mon, 07 Nov 2011, 16:28:45 EST by Dr Scott Waldron on behalf of School of Integrative Systems