Identifying key factors affecting success in international food product markets

This study explores globalisation of food and drink product markets at the end of the millennium. It is divided into two main parts: the first analyses international food product markets at the aggregate level, and the other deals with the management of international food product trade at the company level. International trade in consumer-oriented food and drink items is today the main driver of worldwide agricultural trade, however no complete theoretical framework exists to explain this kind of trade. This study reviews existing theories and complements them with a new approach of explaining international trade of food and drink products: the contribution of immigration and tourism in international food product trade. Moreover, a model of modern international food consumption is presented, specified as a dynamic utility accumulation model, as opposed to the static budget allocation approach of tradition microeconomic consumption theory. Finally, results from a survey of German and Australian international food product marketers are presented, which show that staff education/training and logistics are crucial for the success in international food product markets.