Product And Branding Innovations In The Australian Beef Marketing System
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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- 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.
- 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.
- Jin, Yanhong H. & Zilberman, David & Heiman, Amir, 2005. "Choosing Brands: Fresh Produce versus other Products," 2005 Annual meeting, July 24-27, Providence, RI 19192, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
- 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.
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