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.


Issue Date:
2008
Publication Type:
Conference Paper/ Presentation
DOI and Other Identifiers:
Record Identifier:
https://ageconsearch.umn.edu/record/5993
PURL Identifier:
http://purl.umn.edu/5993
Total Pages:
13
Series Statement:
Conference Paper




 Record created 2017-04-01, last modified 2020-10-28

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