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    Ora : a market lead strategy

    Miller Jason, A
    Abstract
    While the New Zealand sheep meat industry has been able to maintain relative profitability through continued production improvements and a reduction of costs, the increasing level of competition from cheaper sources of protein makes it difficult to see a sustainable future based on a production focussed model. As agricultural markets continue to become more competitive, progressive New Zealand primary producers will need to turn their attention away from production focussed operating models and competition based on cost leadership, in favour of greater differentiation and attention to the role of marketing.... [Show full abstract]
    Keywords
    supply chain; branding; competition based model; sheep meat industry; marketing
    Fields of Research
    1505 Marketing; 070106 Farm Management, Rural Management and Agribusiness
    Date
    2007-11
    Type
    Other
    Collections
    • Kellogg Rural Leaders Programme report series [343]
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