2018
DOI: 10.5958/0974-0279.2018.00005.8
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Innovations in agricultural marketing: a case study of e-tendering system in Karnataka, India

Abstract: This paper analyses the effectiveness and challenges of e-tendering marketing system with a focus on pigeon pea. The results indicate that e-tendering has been successful in reducing transaction time, bringing transparency in price discovery and increasing market revenue, besides enhancing market competition. The system, however, has not been effectively implemented among all the markets because of traders' resistance. By identifying the factors behind the success of e-tendering in some markets and the lack th… Show more

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Cited by 16 publications
(15 citation statements)
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“…This discrepancy has rendered role of marketing reform both inconclusive and incoherent. Studies done in India by (Pavithra, Gracy and Saxena, 2018) and (Kathuria, Singh and Raina, 2019), demonstrated the interactions between marketing reforms and performance. However, they were not tied to particular programmes but examined marketing in general.…”
Section: Statement Of the Problemmentioning
confidence: 99%
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“…This discrepancy has rendered role of marketing reform both inconclusive and incoherent. Studies done in India by (Pavithra, Gracy and Saxena, 2018) and (Kathuria, Singh and Raina, 2019), demonstrated the interactions between marketing reforms and performance. However, they were not tied to particular programmes but examined marketing in general.…”
Section: Statement Of the Problemmentioning
confidence: 99%
“…Better access to marketing information and financial services are necessary preconditions to adoption of capital intensive, higher yielding technologies (Pavithra, Gracy, Saxena, 2018). Documented analysis on farm-level marketing in Kenya is limiting, however, it is worth noting that micro-credit provision alone does not guarantee sufficient support for agricultural transformation.…”
Section: Literature Reviewmentioning
confidence: 99%
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“…Weak infrastructure and lack of government support were found to be the most challenging barriers, and quantitative data further established that there was a lack of procurement, specific laws, and mistrust in electronic fund transferring mechanisms by the available options [10]. Pavithra et al (2018), analyzed the effectiveness and challenges of the E-T marketing system. The significant findings were that the E-T system has considerable potential to increase competition and transparency in agricultural markets, and to reduce costs of trade for both buyers and sellers without negatively affecting their trade relations and revenues.…”
Section: Literature Reviewmentioning
confidence: 99%
“…E-T is successful in larger markets, but not in smaller ones. This is because of several issues related to capacity of the market committee, and fear among traders that with automation they would lose their business to large traders [11].…”
Section: Literature Reviewmentioning
confidence: 99%