Harnessing Brand NZ in China: a "clean and green" story

Stanley, Sophie
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.
Keywords
export markets; Chinese market; New Zealand brand; food production; food safety; clean green; branding
Fields of Research
1505 Marketing; 150308 International Business; 140201 Agricultural Economics
Date
2012
Type
Monograph
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This Kellogg Rural Leaders Programme report can be viewed only by current staff and students of Lincoln University.
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https://hdl.handle.net/10182/6065
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