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    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.... [Show full abstract]
    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
    Access Rights
    This Kellogg Rural Leaders Programme report can be viewed only by current staff and students of Lincoln University.
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    • Kellogg Rural Leaders Programme report series [343]
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    https://hdl.handle.net/10182/6065
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