The Effectiveness of the Marketing Pyramid as a Strategic Approach to Opening New Markets: A Case Study in the Agricultural Products Sector
DOI:
https://doi.org/10.47604/ijsmp.3975Keywords:
Marketing Pyramid, Agricultural Sector, Market Expansion, Strategic Marketing, Enabling CapabilitiesAbstract
Purpose: This research examines the effectiveness of the Marketing Pyramid Model as a strategic framework for opening new markets in the agricultural products sector. Despite the model’s growing academic recognition, its empirical application in traditional and resource-constrained industries, particularly agriculture, remains limited. This gap raises a key research problem: Can the Marketing Pyramid meaningfully enhance market expansion strategies within the agricultural sector?
Methodology: The study adopted a descriptive analytical approach.
Findings: The findings reveal a strong positive relationship between the model’s four dimensions: strategic impact, marketing excellence, marketing agility, and enabling capabilities and market expansion success, with an explanatory power of R² = 0.721. Enabling capabilities, such as technology, knowledge, and innovation, emerged as the strongest predictor, followed by marketing excellence.
Unique Contribution to Theory, Practice and Policy: These results indicate that market expansion in agriculture depends not only on strategic planning but also on the ability to operationalize strategies and mobilize supportive organizational resources. The study contributes theoretically by validating the Marketing Pyramid in a new sectoral context, addressing a gap in strategic marketing literature. Practically, it offers agricultural organizations and policymakers an evidence-based model to improve competitiveness and support export growth. The research recommends strengthening technological infrastructure, institutionalizing marketing excellence, and enhancing capability-driven strategy execution to achieve sustainable market expansion.
Downloads
References
English References
Gardiner, P., Lengyel, I., Kołodziejczak, I., & Kossowski, M. (2022). The competitiveness of agriculture in EU Member States according to the Competitiveness Pyramid Model. Agriculture, 12(1), 28. https://doi.org/10.3390/agriculture12010028
Hilmi, M. (2022). What are the characteristics of agri-food marketing in bottom of the pyramid-subsistence markets in developing economies? Middle East Journal of Agriculture Research, 11(3), 790–811. https://www.curresweb.com/mejar/mejar/2022/mejar.2022.11.3.53.pdf
Hilmi, M. (2022). What are the rural and urban marketing components within agri-food marketing in bottom-of-the-pyramid contexts? A literature review. Middle East Journal of Agriculture Research, 11(2), 649–692. https://www.curresweb.com/mejar/mejar/2022/mejar.2022.11.2.44.pdf
Reardon, T. (2015). The hidden middle: The quiet revolution in the mid-stream of agrifood value chains in developing countries. Oxford Review of Economic Policy, 31(1), 45–63. https://doi.org/10.1093/oxrep/grv011
Food and Agriculture Organization of the United Nations (FAO). (1995). Agricultural and food marketing management. Rome: FAO. https://www.fao.org/4/w3240e/w3240e00.htm
Varkey, S., & Sahu, G. R. (2016). A study of marketing process and implementation of Indian Farmers Fertilizer Cooperative Limited (with special reference to Durg District of C.G.). Asian Journal of Management, 7(3), 169–175. https://ajmjournal.com/HTMLPaper.aspx?Journal=Asian+Journal+of+Management&PID=2016-7-3-3
Campita, M. C. F., Tokuda, H., & Sales, H. M. (2022). The factors of marketing channel selection of Queen Pineapple farmers in Camarines Norte. Journal of Management Marketing and Logistics, 9(2), 49–62. https://dergipark.org.tr/en/pub/jmml/issue/71268/1144496
Prager, K., & Posthumus, H. (2010). Socio-economic factors influencing farmers’ adoption of soil conservation practices in Europe. Land Use Policy, 27(1), 98–107. https://doi.org/10.1016/j.landusepol.2008.02.004
Reardon, T., Bellemare, M. F., & Zilberman, D. (2021). How COVID-19 may disrupt food supply chains in developing countries. Applied Economic Perspectives and Policy, 43(1), 125–139. https://doi.org/10.1002/aepp.13028
Nguyen, H. T., Ngo, L. V., Ruël, H., & Muralidharan, E. (2023). Marketing capabilities, innovation, and firm performance in agribusiness. Journal of Agribusiness in Developing and Emerging Economies, 13(2), 185–204. https://doi.org/10.1108/JADEE-01-2022-0014
Arabic References
Abdel-Monem, Radia, & Abu Hajel, Mohamed Mostafa Mohamed. (2019). The impact of relationship marketing on consumer behavior: An application to the Agricultural Bank of Sudan (2008–2018). PhD Dissertation, Omdurman Islamic University, Sudan. https://search.mandumah.com/Record/1343998
Abdel-Radi, Fady Mohamed Hesham. (2019). A marketing study on the use of the regional approach to date marketing in Egypt. Journal of Menoufia for Agricultural Economic and Social Sciences, 4(1), 35–53. https://journals.ekb.eg/article_174228.html
Aghazadeh, H., Beheshti Jazan Abadi, E., & Zandi, F. (2022). Branding advantage of agri-food companies in competitive export markets: A resource-based theory. British Food Journal, 124(7), 2039–2060. https://doi.org/10.1108/BFJ-08-2021-0952
Al-Fuhaid, Khaled bin Mohammed. (2009, May 1). What about agricultural marketing information? Al-Eqtisadiah Newspaper. https://www.aleqt.com/2009/05/01/article_126498.html
Ansoff, H. I. (1957). Strategies for diversification. Harvard Business Review, 35(5), 113–124.
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Bekhta, Batah. (2023). Analyzing the impact of consumer behavior on the development of the agricultural production market: A case study of three agricultural cooperatives in western Algeria. BEAM Journal of Economic Studies, 8(1), 316–329. https://asjp.cerist.dz/en/article/242325
Bouazza, Khaled, & M’qidche, Amin. (2024). Green marketing and the green consumer: Basic requirements for environmental sustainability. Journal of Finance, Investment, and Sustainable Development, 9(1), 593–613. https://asjp.cerist.dz/en/article/251214
Dabbah, Taher Ali. (2023). The reality of the agricultural product marketing system and its importance in advancing Libyan agriculture and achieving food security. Al-USTATH Journal, (283), 1–21. https://uotpa.org.ly/alostath/index.php/alostath/article/view/232
Food and Agriculture Organization of the United Nations. (2024). Contract Farming Resource Centre. https://www.fao.org/in-action/contract-farming/en/
GLOBALG.A.P. (2026). GLOBALG.A.P. solutions: Smart farm assurance solutions. https://www.globalgap.org/what-we-offer/solutions/
Hammoum, Lakhdar. (2009). Consumer behavior. Journal of Social Sciences, 2(3), 74–83. https://asjp.cerist.dz/en/article/31879
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing agility: The concept, antecedents, and a research agenda. Journal of Marketing, 85(1), 35–58. https://doi.org/10.1177/0022242920952760
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing agility: The concept, antecedents, and a research agenda. Journal of Marketing, 85(1), 35–58. https://doi.org/10.1177/0022242920952760
Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing agility: The concept, antecedents, and a research agenda. Journal of Marketing, 85(1), 35–58. https://doi.org/10.1177/0022242920952760
Kamel, R. (2020). Dynamic Marketing Capabilities and Their Role in Supporting Entrepreneurial Marketing Practices in the Retail Banking Sector: A Case Study on Banque du Caire. Journal of Financial and Commercial Research, 21(4, Part 2), 246–321.
Kanellos, N., Karountzos, P., Giannakopoulos, N. T., Terzi, M. C., & Sakas, D. P. (2024). Digital marketing strategies and profitability in the agri-food industry: Resource efficiency and value chains. Sustainability, 16(14), 5889. https://doi.org/10.3390/su16145889
Kaur, R., Singh, R., Gehlot, A., Priyadarshi, N., & Twala, B. (2022). Marketing strategies 4.0: Recent trends and technologies in marketing. Sustainability, 14(24), 16356. https://doi.org/10.3390/su142416356
Key, T. M. (2020). Marketing’s theoretical and conceptual value proposition: Opportunities to address marketing’s influence. AMS Review, 10(3–4), 151–167. https://doi.org/10.1007/s13162-020-00176-7
Khan, H. (2020). Is marketing agility important for emerging market firms in advanced markets?. International Business Review, 29(5), 101733.
Khan, R. Z., Razak, L. A., Premaratne, G., & Aremu, M. I. (2025). Green and sustainable economy at the global level: A critical analysis. In V. P. Gupta, A. K. Haghi, & S. Sharief (Eds.), Green economy and sustainable development (pp. 1–26). Springer. https://doi.org/10.1007/978-3-031-92636-5_1
Kim, Y. M., Bendle, N. T., Hulland, J., & Pfarrer, M. D. (2024). Corporate sustainability research in marketing: Mapping progress and broadening our perspective. Journal of the Academy of Marketing Science, 52, 1495–1512. https://doi.org/10.1007/s11747-024-01050-9
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley. https://books.google.com/books/about/Marketing_5_0.html?id=ANfzyQEACAAJ
Kyengo, J. M., Muathe, S. M. A., & Kinyua, G. M. (2019). Marketing capability and firm performance: An empirical analysis of food processing firms in Nairobi City County, Kenya. The Strategic Journal of Business & Change Management, 6(1), 544–555.
Leema Christina, J., Alamelu, R., & Nigama, K. (2025). Synthesizing the impact of sustainable human resource management on corporate sustainability through multi-method evidence. Discover Sustainability. https://doi.org/10.1007/s43621-025-01557-3
Lim, W. M. (2022). The sustainability pyramid: A hierarchical approach to greater sustainability and the United Nations Sustainable Development Goals with implications for marketing theory, practice, and public policy. Australasian Marketing Journal, 30(2), 142–150.
Lucić, A. (2020). Measuring sustainable marketing orientation—Scale development process. Sustainability, 12(5), 1734. https://www.mdpi.com/2071-1050/12/5/1734
Madhavaram, S., & Nirjar, A. (2025). Capability development for sustainable marketing: A theoretical framework. AMS Review. https://doi.org/10.1007/s13162-025-00299-9
Madichie, N. O. (2025). Marketing in the platform economy—Performance, value creation, and sustainability. Sustainability, 17(1). MDPI.
Maier, H. (2025). Dynamic marketing agility in competitive environments. International Journal of Marketing Studies, 17(1), 24–42.
McAlister, L. (2022). A taxonomy of marketing organizations. Journal of the Academy of Marketing Science, 51(3), 617–635. https://doi.org/10.1007/s11747-022-00911-5
Melesse, H. S. (2024). The contingent effects of strategic orientations and strategic capabilities on competitive performance: Evidence from Ethiopian manufacturing enterprises. Heliyon, 10(15), e35497. https://doi.org/10.1016/j.heliyon.2024.e35497
Melović, B., Cirović, D., Backović-Vulić, T., Dudić, B., & Gubiniova, K. (2020). Attracting green consumers as a basis for creating sustainable marketing strategy on the organic market: Relevance for sustainable agriculture business development. Foods, 9(11), 1552. https://doi.org/10.3390/foods9111552
Mishra, P., & Pandey, V. K. (2025). Triple bottom line and environmental sustainability: Evolution of global ESG research—A bibliometric analysis. Environmental Sciences Europe, 37(136). https://doi.org/10.1186/s12302-025-01184-9
Mohamed, H. A. Z. (2021). The role of green marketing in achieving sustainable development: Case study of Fahd Al-Mudaath Electricity Company. Global Journal of Economics and Business, 10(1), 46–56. http://search.mandumah.com/Record/1138735
Moi, L., & Cabiddu, F. (2021). Leading digital transformation through an Agile Marketing Capability: The case of Spotahome. Journal of Management & Governance, 25(4), 1145–1177. https://doi.org/10.1007/s10997-020-09534-w
Moorman, C., & Day, G. S. (2016). Organizing for marketing excellence. Journal of Marketing, 80(6), 6–35. https://doi.org/10.1509/jm.15.0423
Moorman, C., & Day, G. S. (2016). Organizing for Marketing Excellence. Journal of Marketing, 80(6), 6-35. https://doi.org/10.1509/jm.15.0423 (Original work published 2016)
Moorman, C., & Day, G. S. (2016). Organizing for marketing excellence. Journal of Marketing, 80(6), 6–35. https://doi.org/10.1509/jm.15.0423
Morgan, N., & Feng, H. (2024). Marketing capabilities and Shelby D. Hunt: Contributions, current state, and the future. Journal of Marketing Management. https://www.researchgate.net/publication/377802831
Moussa, T. M. (2025). The role of green marketing in achieving sustainable development: A study on eco-friendly companies in Egypt. [Unpublished manuscript or article in press if not yet published].
Naama, A. A. (2025). The role of green marketing in supporting sustainable development: Strategies to enhance environmental and social awareness—Case study of Asia Renewable Energy Company. Entrepreneurship Journal for Finance and Business, 6(Special Issue 2), 186–193. https://doi.org/10.56967/ejfb2025690
Nassar, N. (2025). The impact of marketing capabilities on marketing agility: The mediating role of agile thinking. Raya International Journal of Business Sciences, 4(12), 157–222. https://rijcs.journals.ekb.eg/article_402677_174bb45f686ca0f65d883b430c568759.pdf
Ofori-Baafi, P. K., & Opoku, M. O. (2025). Resource-Based View factors driving SME growth: A systematic review. International Journal of Multidisciplinary Organization.
Omran, N. (2025). The role of marketing leadership strategies in achieving sustainable development: Application to managers of pharmaceutical companies in Egypt. Raya International Journal of Business Sciences, 4(12), 639–692. https://rijcs.journals.ekb.eg/article_403092_0acbddf923b9f0bbe3f6742f647001f9.pdf
Pancic, M. (2023). Green marketing and repurchase intention: Stewardship of green advertisement, brand awareness, brand equity, green innovativeness, and brand innovativeness. Sustainability, 15(16), 12534. https://www.mdpi.com/2071-1050/15/16/12534
Persakis, A., Nikolopoulos, T., Negkakis, I. C., & Pavlopoulos, A. (2025). Greenwashing in marketing: A systematic literature review and bibliometric analysis. International Review on Public and Nonprofit Marketing. https://doi.org/10.1007/s12208-025-00452-x
Pingali, V. (2020). Framework for responsible (sustainable) marketing. Corporate Governance and Sustainability Review, 4(2), 50–55. https://doi.org/10.22495/cgsrv4i2p5
Purnama, Y. I. (2024). Implementation of the triple bottom line concept to improve sustainable marketing performance. Retrieved from https://journal.privietlab.org/index.php/JEBL/article/download/284/178
Qureshi, M. S., Aziz, N., & Mian, S. A. (2017). How marketing capabilities shape entrepreneurial firm’s performance? Evidence from new technology-based firms in Turkey. Journal of Global Entrepreneurship Research, 7, Article 15. https://doi.org/10.1186/s40497-017-0071-5
Rahma, Huda. (2024). Marketing of agricultural products: Reaching consumers amid intense competition. FnB Tech Journal. https://fnb.tech/ar/marketing-of-agricultural-products
Sabri, Abdel Azim Ihab, & Anani, Dina Farouk. (2023). Electronic marketing systems in Egyptian agriculture: A case study of food factories. Journal of Innovation and Industrial Development, 6(1), 1–21. https://asjp.cerist.dz/en/article/229378
Sachs, J. D. (2025). Sustainable development goals for a new era. JSTOR. https://www.jstor.org/stable/pdf/48573437.pdf
Shaban, E. A. (2024). The role of strategic agility in achieving organizational excellence in Jordanian universities. Cogent Business & Management, 11(1), 2384614. https://doi.org/10.1080/23311975.2024.2384614
Syrian Arab News Agency (SANA). (2013, July 21). Agricultural marketing guidance: A fundamental approach to developing the marketing system of agricultural products and improving its quality and efficiency. Al-Azmena Newspaper. https://alazmenah.com/Article/1709084315150
Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of sustainable enterprise performance. Strategic Management Journal, 28(13), 1319–1350. https://doi.org/10.1002/smj.640
Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of sustainable enterprise performance. Strategic Management Journal, 28(13), 1319–1350. https://doi.org/10.1002/smj.640
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533. https://doi.org/10.1002/(SICI)1097-0266(199708)18:7%3C509::AID-SMJ882%3E3.0.CO;2-Z
Will, M. (2021). Promoting inclusive contract farming in agri-food value chains: Experiences from German development cooperation. Deutsche Gesellschaft für Internationale Zusammenarbeit.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ahmad Mansoor Al-Mansoori
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
