Harnessing Brand NZ in China: a "clean and green" story
Abstract
With the world rapidly growing in population, and New Zealand's land resources
remaining finite, it is crucial to ensure that our agricultural produce has a comparative
advantage in our export markets. The purpose of this report is to understand the current Chinese market, identify
opportunities and challenges for the New Zealand brand in food products, and
propose recommendations based upon successful case study examples and
literature research.... [Show full abstract]