MEASURING STRATEGIC INTENT IN THE SOUTH TEXAS FOOD MARKETING INDUSTRY
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Binomial and multinomial logit analysis is applied to data collected from questionnaires to measure strategic intent in the food marketing industry. Questions were framed based on data from the U.S. Department of Commerce's "County Business Patterns" reports and from best-practice studies. Question topics were placed into a competitive strategy framework following the 1998 work of Porter. Results indicate a strategic focus on outbound logistics and market pricing at the direct value level. Indirect activities focus on human capacity and firm infrastructure, particularly expanding internationally. Firms are adopting information technologies as a competitive strategy, and are doing so as part of a combined strategy to develop human assets.