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Shimelis Altaye Bogale is a PhD candidate in Marketing, Marketing and Consumer Behavior Group, the Netherlands.
General research topic: market orientation in relation to new products and performance in food value chain.
Theoretical approach: By using insights from market orientation theories in marketing, he aims to understand how existing knowledge about market orientation is applied to multi-actor value chains, and its influence on performance in food and agriculture.
Current research: market orientation is applied to multi-actor value chains or in complex chains of informal economies by providing seed supply systems as a relevant case.