Products and branding innovations in the Australian beef marketing system

Luis Emilio Morales; Garry Griffith; Victor Wright; Euan Fleming; Wendy Umberger

Products and branding innovations in the Australian beef marketing system

Luis Emilio Morales
, Garry Griffith
, Victor Wright
, Euan Fleming
, Wendy Umberger

Research output: Contribution to conference › Paper

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.

Original language	English
Publication status	Published - 2008
Event	AARES 2008: 52nd Annual Conference of the Australian Agricultural and Resource Economics Society - Canberra, Australia Duration: 5 Feb 2008 → 8 Feb 2008

Conference

Conference	AARES 2008: 52nd Annual Conference of the Australian Agricultural and Resource Economics Society
City	Canberra, Australia
Period	5/02/08 → 8/02/08

Keywords

Consumer-Oriented Product or Service Development
Agricultural Economics

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https://hdl.handle.net/1959.11/9121

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title = "Products and branding innovations in the Australian beef marketing system",

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 = "Consumer-Oriented Product or Service Development, Agricultural Economics",

author = "Morales, \{Luis Emilio\} and Garry Griffith and Victor Wright and Euan Fleming and Wendy Umberger",

year = "2008",

language = "English",

note = "AARES 2008: 52nd Annual Conference of the Australian Agricultural and Resource Economics Society ; Conference date: 05-02-2008 Through 08-02-2008",

}

TY - CONF

T1 - Products and branding innovations in the Australian beef marketing system

AU - Morales, Luis Emilio

AU - Griffith, Garry

AU - Wright, Victor

AU - Fleming, Euan

AU - Umberger, Wendy

PY - 2008

Y1 - 2008

N2 - 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.

AB - 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.

KW - Consumer-Oriented Product or Service Development

KW - Agricultural Economics

UR - http://ageconsearch.umn.edu/bitstream/5993/2/cp08mo02.pdf

UR - http://purl.umn.edu/5993

M3 - Paper

T2 - AARES 2008: 52nd Annual Conference of the Australian Agricultural and Resource Economics Society

Y2 - 5 February 2008 through 8 February 2008

ER -

Products and branding innovations in the Australian beef marketing system

Abstract

Conference

Keywords

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