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Product And Branding Innovations In The Australian Beef Marketing System

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

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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File URL: http://purl.umn.edu/5993
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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
Contact details of provider: Postal: AARES Central Office Manager, Crawford School of Public Policy, ANU, Canberra ACT 0200
Phone: 0409 032 338
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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. 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.
  3. 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.
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