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ISO 9000 -- A MARKETING TOOL FOR U.S. AGRIBUSINESS

By Carlos Capmany, Neal H. Hooker, Jr. Teofilo Ozuna and Aad van Tilburg

Abstract

The relevance of the ISO 9000 series of quality management systems (QMS) for U.S. agribusiness is analyzed. Certified firms from several industries were surveyed to determine their before (ex ante) and after (ex post) perspectives of the QMS. Results for the agribusiness subsample are compared to those for firms from other industries to determine if they behave differently. Anticipated marketing advantages (increasing market share and providing access to new markets) of the QMS were critical factors that encouraged the pursuit of the certificate. The average cost to attain certification was $101.400 and to maintain certification was an additional $26,500 per year.Agribusiness, Marketing,

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