PRODUCT AND BRANDING INNOVATIONS IN THE AUSTRALIAN BEEF MARKETING SYSTEM
No hay miniatura disponible
Fecha
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
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.