PRODUCT AND BRANDING INNOVATIONS IN THE AUSTRALIAN BEEF MARKETING SYSTEM

L. Emilio Morales (), Euan M. Fleming, Vic Wright, Garry R. Griffith and Wendy Umberger

No 5993, 2008 Conference (52nd), February 5-8, 2008, Canberra, Australia from Australian Agricultural and Resource Economics Society

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.

Keywords: Livestock Production/Industries; Marketing (search for similar items in EconPapers)
Pages: 13
Date: 2008
New Economics Papers: this item is included in nep-agr, nep-com and nep-mkt
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:aare08:5993

DOI: 10.22004/ag.econ.5993

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