@article{Morales:5993,
      recid = {5993},
      author = {Morales, Luis Emilio and Fleming, Euan M. and Wright, Vic  and Griffith, Garry R. and Umberger, Wendy J.},
      title = {PRODUCT AND BRANDING INNOVATIONS IN THE AUSTRALIAN BEEF  MARKETING SYSTEM},
      address = {2008},
      number = {419-2016-26569},
      series = {Conference Paper},
      pages = {13},
      year = {2008},
      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.},
      url = {http://ageconsearch.umn.edu/record/5993},
      doi = {https://doi.org/10.22004/ag.econ.5993},
}