Picture of  Eric Micheels

Eric Micheels Associate Professor

3D14 - Agriculture Building

Research Area(s)

  • Agricultural finance
  • Marketing strategy
  • Agribusiness management


Agricultural and Resource Economics


  • Ph.D., University of Illinois, U.S.A.
  • M.S., University of Illinois, U.S.A.
  • B.S., University of Wisconsin-River Falls, U.S.A.

Selected Publications

Micheels, Eric T., and James F. Nolan. "Examining the effects of absorptive capacity and social capital on the adoption of agricultural innovations: A Canadian Prairie case study." Agricultural Systems 145 (2016): 127-138.

Forbes-Brown, S., E.T. Micheels, and J.E. Hobbs, Forthcoming. Willingness to Pay for Milk and Ice Cream with the “100% Canadian Milk” Label: A Discrete Choice Experiment. Journal of International Food & Agribusiness Marketing. Accepted May 10, 2015.

Lassoued, R., J.E. Hobbs, E.T. Micheels, and D. Zhang, (2015). Consumer trust in chicken brands: a structural equation model. Canadian Journal of Agricultural Economics. 63 (4): 621-647.

Micheels, E.T. and H.R. Gow, 2015. The Effect of Market Orientation on Organizational Learning, Innovativeness, and Performance in Primary Agriculture. Canadian Journal of Agricultural Economics. 63 (2): 209-233.

Micheels, E.T, 2014. Experience and Learning in Beef Production: Results from a Cluster Analysis. International Journal of Agricultural Management. 3(3): 154-163.

Micheels, E.T. and H.R. Gow, 2013Market driven innovation and entrepreneurial behaviour: The strategic value of a market orientation in primary agricultureInternational Journal of Agricultural Management 3 (1): 21-29.


  • BPBE 898: Current Issues in Agribusiness Research
  • AGRC 113: Agri-Food Issues and Institutions