Objectives and Performance Evaluation of Marketing Boards

Abstract

Discusses marketing boards which have responsibility for directing and guiding major branches of agriculture in countries and are prominent in England, Canada, Australia, New Zealand, Israel and The Netherlands, in addition to some developing countries. Shows marketing boards to be flexible, using wide ranges of farm products, under differing conditions, and can serve different functions. Concentrates primarily on marketing boards and their responsibility for major functions in this article. Defines a marketing board as a compulsory organisation by the government to act as a central marketing authority, operating usually in a specific branch of agriculture, as a coalition of firms and organisations with varying interests and objectives. Aims, first, to analyse and clarify basic objectives of a marketing board; and second, concentrates on recommendations. States there are five basic goal areas in which specific objectives are needed and these are: profitability; productivity; market development; social responsibility; and innovation, goes on to explain these fully. Regarding recommendations these are also listed and discussed individually, and are mentioned above but with different conclusions, of course. Sums up that the five major areas common to most marketing boards have been identified — these goal areas are derived from the concept of a societal marketing board and represent intersectorial interests of the legislative or public representatives.