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Relationship marketing in agribusiness: Evidence from six New Zealand case studies

Researchers have suggested that a sustainable competitive advantage can only achieved through relationship marketing. This paper examines the relationship-based programs of NZ agribusinesses. Successful positioning requires forming strong relationships throughout the supply chain and developing strong brands. This requires significant changes on behalf of agribusinesses, requiring them to forsake short-term gains in order to develop a brand franchise with distributors and retailers. This is difficult under a producer board structure.