The farm-based entrepreneur’s marketing mix: a case study from the local food sector

Abstract

Purpose: This paper aims to explore the market creation practices of farm-based entrepreneurs in the local food sector. Alternative marketing channels for farm-based products increase, but it is not known how entrepreneurs work to position their products in the marketplace. By expanding on the research of farm-based entrepreneurship and entrepreneurial marketing (EM), this study explores the entrepreneurial practices that farm-based entrepreneurs use through the lens of the EM mix (EMM) and its constituent dimensions: person, purpose, practice and process. Design/methodology/approach: The study uses a multiple case study design and follows a phenomenological approach in conducting in-depth retrospective interviews with 11 successful farm-based entrepreneurs in the local food sector in Norway. Findings: The thematic analysis revealed four key EM practices of the study’s farm-based entrepreneurs: transferring the farm or transforming the farm as the primary purpose; legitimising a local brand through the uniqueness of person, purpose and place; using a personal networking approach in the market development process and flexible and controllable market expansion practices. These elements constitute the pillars of successful, creative and resource-efficient market development. Originality/value: The study represents a pioneering attempt to explore and conceptualise EM within farm-based entrepreneurship. The findings ultimately give rise to a novel framework: the farm-based entrepreneur’s marketing mix (FEMM).

The farm-based entrepreneur’s marketing mix: a case study from the local food sector