Main Article Content

Ratna Winandi Asmarantaka
Juniar Atmakusuma
Yanti Nuraini Muflikh
Nia Rosiana


Agribusiness marketing approach can be done through economic or management approach. The economic approach shows the overall presence of marketing channels that will be more efficient and determined by the Structure Conduct and Performance (SCP). The higher the percentage of market share indicates the strength of an enterprise in an industry. If the market share is relatively small and diffuse then the market tends to be in a competitive market reflected by market conduct and market performance On the other hand, a marketing approach to management is a business strategy of a company (group) to improve the efficiency or profit of a company and its networking. Value chain, supply chain, governance value chain analysis is part of the overall agribusiness marketing analysis, so players who have dominant power or market share will be visible in the marketing channel and the centralized market structure. The cooperation of small firms whose market share is relatively dispersed, the market structure tends to lead to a perfectly competitive market with the performances delivered to the market mechanism.


Download data is not yet available.

Article Details

How to Cite
AsmarantakaR. W., AtmakusumaJ., MuflikhY. N., & RosianaN. (2018). KONSEP PEMASARAN AGRIBISNIS : PENDEKATAN EKONOMI DAN MANAJEMEN. Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness), 5(2), 151-172. https://doi.org/10.29244/jai.2017.5.2.151-172


Asmarantaka, Ratna Winandi. 2012. Pemasaran Agribisnis (Agrimarketing). Penerbit : Departemen Agribisnis Fakultas Ekonomi dan Manajemen IPB. Bogor.

Barratt, M., 2004.Understanding the Meaning of Collaboration in the Supply Chain.Supply Chain Management, Vol. 9, No. 1, pp. 30-42.

Baye, Michael. 2010. Managerial Economics and Business Strategy. Seventh Edition. McGraw-Hill /Irwin. Singapure.

Beierlein, et al. 2014. Principles of Agribusiness Management. Waveland Press, Inc. The United State of America

Bezuidenhout, C.N., Bodhanya, S., Brenchley, L., 2012. An analysis of collaboration in a sugarcane production and processing supply chain.British Food Journal, Vol. 114 Iss: 6 pp. 880 – 895.

Boehlje M., 1999. Structural Change in the Agricultural Industries: How do we measure, analyse and understanding them?.American Journal of Agricultural Economics, Vol. 81, No. 5, pp. 1028-1041.

Canavari, M., Centonze, R., Hingley, M., Spadoni, R., 2010. Traceability as part of competitive strategy in the fruit supply chain. British Food Journal, Vol. 112 Iss: 2 pp. 171 – 186.

Chopra S, Meindl P. 2007. Supply chain management: strategy, planning and operations. Ed ke-3. Upper Saddle River, NJ (US): Pearson Prentice Hall.Handfield et al, 2002.

Collins and Dunne (CD) 2002. Forming and Managing Supply Chain in Agribusiness: Learning from others. Department of Agriculture, Forestry and Fisheries, Canberra.

De Boer, D and Tarimo, L. 2012. Business-Community Partnership In: Global Value Chain: Linking Local Producers to International Markets. Amsterdam University Press, Amsterdam.

Dunne, A. J. 2001. Supply Chain Management: Fad, panacea or opportunity?,Australian Agribusiness Perspectives, Paper 48.

Gereffi, G., Humphrey, J., Sturgeon, T., 2003.The Governance (Tatakelola) of global value chains.Forthcoming in Review of International Political Economy, available from http://www.ids.ac.uk/globalvaluechains/publications/govgvcsfinal.pdf.

Gerrefi, G. 1999. Internatonal trade and institutional upgrading in the apparel commodity chain.Journal of International Economics, 48, pp. 37-70.

Grande J., 2011. New venture creation in the farm sector e Critical resources and capabilities. Journal of Rural Studies No. 27 pp.220-233.

Gereffi, G. 1994. ‘The Organisation of Buyer-driven Global Commodity Chains: How U.S. Retailers Shape Overseas Production Networks’, in G. Gereffi and M. Korzeniewicz (eds), Commodity Chains and Global Capitalism, Westport: Praeger: 95–122.

Hobbs J.E. dan Young, L.M. 2000. Closer vertical coordination in agri-food supply chain: a conceptual framework and some preliminary evidance, Supply Chain Manajemen: An International Journal, vol. 5, pp.131-143.

Hudson, Darren. 2007. Agricultural Markets and Prices. Blackwell Publishing. United Kingdom.

Humphrey, J. and Schmitz, H., 2001. Governance (Tatakelola) in global value chains.IDS Bulletin, Vol. 32 No. 3, pp. 1-17.

Ingram and Kirwan J. 2011. Matching new entrants and retiring farmers through farm joint ventures:Insights from the Fresh Start Initiative in Cornwall, UK Julie.Land Use Policy No.28 pp.917– 927.

Jaya, W.K. 2001. Ekonomi Industri. Edisi Kedua. Badan Penerbit Fakultas Ekonomi, Universitas Gajah Mada, Yogyakarta.

Jiao, W., Fu Z., Mu, W., McLaughlin, N., Xu, M., 2012). Influence of supply chain model on quality and safety control of table grape and performance of small-scale vinegrowers in China. British Food Journal, Vol. 114, Iss: 7 pp. 978 – 996.

Kohls dan Uhl. 2002. Marketing of Agricultural Products. Ninth Edition. Prentice Hall, New Jersey.

Kaplinsky, R and Morris, M. 2002. The globalization of product markets and immiserizing growth: Lesson from the South African furniture industry. Journal on Chain and Network Science, 1(1), pp.7-22.

Levens M. 2010. Marketing: Defined, Explained, Applied. International Edition. Pearson: Prentice Hall.

Lim, G. 2015. Value chain upgrading: Evidence from the Singaporean aquaculture industry.Marine Policy. Elsevier Ltd.

Mai N., Bogason S.G., Arason S., Árnason S.V., Matthíasson, T.G., 2010. Benefits of traceability in fish supply chains - case studies. British Food Journal, Vol. 112 Iss: 9 pp. 976 – 1002

Maine Pieter van Dijk and Jacques Trieneken, 2012 (eds.). Global Value Chain: Linking Local Producers to International Markets. Amsterdam University Press, Amsterdam.

Maine Pieter van Dijk and Jacques Trieneken, 2012. Global Value Chain: Linking Local Producers to International Markets. Amsterdam University Press, Amsterdam.

Manos, B., and Manikas, I. 2010. Traceability in the Greek fresh produce sector: drivers and constraints. British Food Journal, Vol. 112 Iss: 6 pp. 640 – 652.

Morgan, R.M. and Hunt, S.D. 1994, ‘The Commitment-Trust Theory of Relationship Marketing’, Journal of Marketing, Vol. 58, No. 3, pp. 20-38.

Morgan, S.L., Marsden T., and Miele A., and Morley A., 2010. Agricultural Multifunctionality and farmers’ entrepreneurial skills: A study of Tuscan and Welsh farmers. Journal of Rural Studies no. 26, pp.116–129.

Morries, M. H., Brunyee, J. and Page, M. 1998. Relationship Marketing in Practice: myths and realities. Industrial Marketing Management, vol. 27, pp. 359-371.

N, F. Bailey and Jayson L. 2008. Agricultural Marketing and Price Analysis. Pearson Prentice Hall. ISBN- 13:978-0-13-221121-5

Purcell. 1979. Agricultural Marketing: System, Coordination, Cash and Future Prices. A Prentice-Hall Company, Virginia.

Rademakers, M.F.L., McKnight, P.J., 1998. Concentration and inter-firm co-operation within the Dutch potato supply chain. Supply Chain Management: An International Journal, Vol. 3 Iss: 4 pp. 203 – 213.

Raghuram dan Chandrasekaran N (2014). Agribusiness Supply Chain ManagementCRC Press. London. New York.

Reynolds, N., Fischer, C., Hartmann, M., 2009. Determinants of sustainable business relationships in selected German agri-food chains. British Food Journal, Vol. 111 Iss: 8 pp. 776 – 793.

Spekman, Robert E.; Kamauff, John E. and Myer, Niklas 1998. An Empirical Investigation into Supply Chain Management: A Perspective on Partnership, Supply Chain Management, Vol. 3, No.2, pp. 53-67.

Williamson, O. (1979). Transaction Cost Economics: the governance of contractual relation. Journal of Law and Economic, Vol. 22, pp.232-62

Williamson, O. (2000). The new institutional economics: taking stock, looking a head. Journal of Economics Literature, 38, pp.595-613.