Abstract
Agribusinesses must develop key marketing capabilities to achieve and sustain competitive advantages with the fast changes in customer demand and the complex natures in agricultural production. This study examines how six specialized marketing capabilities affect different types of competitive advantages and their relationship-influenced contingencies in China’s agribusinesses. A survey of 268 agribusinesses indicates that product development capability is an important driver of cost and product advantages; brand management capability is positively related to product and service advantages; both selling capability and pricing capability have proposed effects on service advantage. The achievement of service advantage, derived from brand management and pricing capabilities, is contingent on ownerships.
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