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Product And Branding Innovations In The Australian Beef Marketing System

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Author Info

  • Morales, Luis Emilio
  • Fleming, Euan M.
  • Wright, Vic
  • Griffith, Garry R.
  • Umberger, Wendy J.

Abstract

Meat Standards Australia (MSA) represents a new beef classification system, derived from consumer preferences, which allows classifying beef in interesting ways to consumers and creates the basis for product differentiation and branding. Currently, branding of beef cuts occurs on a limited scale; however, research has revealed clear segmentation across consumers and premiums for preferred products in niche markets. The objective of this study is to identify the potential for large-scale differentiation and branding in the Australian beef marketing system and how this may best be done given the structure of the supply chain.

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Bibliographic Info

Paper provided by Australian Agricultural and Resource Economics Society in its series 2008 Conference (52nd), February 5-8, 2008, Canberra, Australia with number 5993.

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Date of creation: 2008
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Handle: RePEc:ags:aare08:5993

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Related research

Keywords: Innovation; Branding; Australian beef marketing system; Livestock Production/Industries; Marketing;

This paper has been announced in the following NEP Reports:

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  1. Miguel Carriquiry, 2004. "Guaranteed Tender Beef: Opportunities and Challenges for a Differentiated Agricultural Product," Center for Agricultural and Rural Development (CARD) Publications 04-wp371, Center for Agricultural and Rural Development (CARD) at Iowa State University.
  2. Allan Gray & Michael Boehlje & Vincent Amanor-Boadu & Joan Fulton, 2004. "Agricultural Innovation and New Ventures: Assessing the Commercial Potential," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(5), pages 1322-1329.
  3. Yanhong H. Jin & David Zilberman & Amir Heiman, 2008. "Choosing Brands: Fresh Produce versus Other Products," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(2), pages 463-475.
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