...Haruhiko Iba; Apichaya Lilavanichakul Purpose This study aims to identify the key drivers influencing the success of farmers who employ direct marketing at wholesale markets. The diversification of the distribution system in Thailand has created many challenges for farmers, with diversified farm...

... which may be taken to improve supply chain efficiency. Design/methodology/approach The paper opted for an exploratory study using the quantitative and qualitative method of research. The study was conducted at Asia’s largest and world’s second largest fruits and vegetable wholesale market (Mandi...