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Contents: Foreword; Part I Implementing Market Orientation: Making the transformation toward a market-oriented organisation: a review of the literature, Erik M. van Raaij; Implementing market orientation in industrial firms; a multiple case study, Michael B. Beverland and Adam Lindgreen. Part II Marketing Agricultural Products: Moving toward market orientation in agri-food chains: challenges for the feed industry, Stefanie Br鰎ing; Business-to-business brand orientation, Michael B. Beverland; Improving market orientation in the Scottish beef supply chain through performance-related communications: the case of the McIntosh Donald Beef Producer Club and Qboxanalysis, Philip Leat, Cesar Revoredo-Giha and Beata Kupiec-Teahan; Production and marketing innovation in the Argentine beef sector: the Prinex case, Hern醤 Palau, Sebasti醤 Senesi and Fernando Vilella; Agricultural cooperatives and market orientation: a challenging combination?, Jos Bijman; Can cooperatives build and sustain brands?, Michael B. Beverland; Role of market orientation in improving business performance: empirical evidence from Indian seafood processing firms, Smitha Nair. Part III Market Orientation in the Downstream Food Chain: Communication between actors of food chains: case studies of two organic food chains in Finland, Marja-Riitta Kottila and P鋓vi R鰊ni; Marketing research and sensory analysis: a reasoned review and agenda of their contribution to market orientation in the food industry, Alessio Cavicchi, Maria Rosaria Simeone, Cristina Santini and Lucia Bailetti; Market orientation when customers seem content with the status quo: observations from Indian agri-business and a case study, S.P. Raj and Atanu Adhikari; Breaking the mould: characteristics and consequences of becoming market oriented in Australian meat retailing, Andrea Insch; Are consumers ready for radio frequency identification (RFID)? The dawn of a new market orientation area, Lu韘 Kluwe Aguiar, Freddy Brofman and M醨cia Dutra Barcellos; Interrelationship between ethnicity and international trade of Greek virgin olive oil, Georges Vlontzos and Marie-No雔le Duquenne; Organic wine: perceptions and choices of Italian consumers, Marco Platania and Donatella Privitera. Part IV Market Orientation for Speciality Products: Consumer values and the choice of speciality foods: the case of the Oliva Ascolana del Piceno (protected designation of origin), Alessio Cavicchi and Armando Maria Corsi; The process and critical success factors of evolving from product excellence to market excellence: the case of Mastiha in Chios, Greece, Christos Fotopoulos, Ilias P. Vlachos and George Maglaras; A study of a high value coconut product: the Midrib Basket market chain in Vietnam, Menno Keizer and Nguyen Thi Le Thuy; Old World wineries and market orientation: empirical evidence from the Italian wine industry, Cristina Santini, Alessio Cavicchi and Vincenzo Zampi; Index.

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