A Failure in Marketing Technology Transfer: The Case of Rice Distribution in the Ivory Coast

1 June 1983

journal article
other
Published by SAGE Publications in Journal of Macromarketing

Vol. 3 (1) , 59-68
https://doi.org/10.1177/027614678300300109

Abstract

This article analyzes the experience and the development of a government controlled vertical marketing system for rice in the Ivory Coast, a small African country. It presents the government rationale for replacing a privately operated channel with numerous intermediaries with a vertically integrated channel, and explores reasons for the failure of this decision derived from transactions economics.

Keywords

OPERATED CHANNEL
VERTICALLY INTEGRATED
TECHNOLOGY TRANSFER
MARKETING TECHNOLOGY
TRANSACTIONS
IVORY COAST
RICE DISTRIBUTION

This publication has 2 references indexed in Scilit:

Transaction-Cost Economics: The Governance of Contractual Relations
The Journal of Law and Economics, 1979
Marketing Efficiency in Puerto Rico
Published by Harvard University Press ,1955