摘要：The aim of this exploratory study was to gather understandings about guerilla marketing of fresh organic agricultural products from the perspectives of: farmers, marketers and customers in Mauritius, considered being one of the thriving islands of the Indian Ocean and a success story of the African continent. Gathering fruitful insights about the penetration of fresh organic agricultural products via guerilla marketing—a novel, unconventional approach with its associated innovative, imaginative and surprise elements—in this lustrous market was interesting. Responses obtained from the supply and demand point of views, revealed that many were reluctant to consume fresh organic agricultural products but, promoting the latter via guerilla marketing could be beneficial. However, traditional marketing approaches were still much appreciated and thus, setting the right key performance indicators to measure success of the marketing of fresh organic agricultural products via guerilla marketing as compared to traditional marketing methods was vital.
