A Bibliometric Analysis of Middlemen Research: A Closer Look at Agricultural Marketing

Abstract

The presence of an aggregator business in agricultural marketing complicates the current understanding of middlemen. The presence of intermediaries has begun to be questioned and even considered a threat to the supply chain. This study aims to (1) analyze the evolution of research middlemen in influencing agricultural marketing and ( 2) identify what issues are developing in middlemen in agricultural marketing. Data were analyzed from 425 journals registered with Scopus from 1974 to 2021. The data were then processed and analyzed using Tableau, Ms. Excel, and VOSviewer. It generates bibliometric maps against middlemen in agricultural marketing through bibliometric analysis. The development of the middlemen issue discusses its implications for agribusiness management, social capital, value chains, and prices. The existence of middlemen cannot be fully considered as threatening the supply chain. The involvement of middlemen in the supply chain still has a strong influence on farmers, especially in developing countries.

Procurement Strategy for Organic Coconut Sugar: Case Study of XYZ Company

“…Partnerships with key suppliers, especially farmers, are vital in supply chain management and can provide several essential benefits to a company (Islami, 2022). Moreover, there are middlemen in agriculture in developing countries, which can be a problem along the supply chain (Bila et al 2022). By establishing solid relationships with key suppliers, companies can avoid disruptions in the supply of raw materials, components, or products, which could negatively impact production and customer service (Ellram et al 2019).…”