Agricultural Marketing Systems: Horizontal and Vertical Integration in the Seed Potato Industry

Reports on a comparative study of the types and degrees of horizontal and vertical integration within the seed potato industries of The Netherlands and Northern Ireland. Using an integration analysis grid, presents descriptive models of the integrative functions in both industries. Given the superior marketing performance of the Dutch industry, and the way in which this is facilitated by its highly integrated organizational structure, makes a case for the utilization of both horizontal and vertical integration in improving marketing performance in seed potato industries.