Comparative wool selling systems in New Zealand
Wool is one of the oldest commodities still in existence today, and indeed man has used wool for over 10,000 years as a source of food and clothing. However with the advent of the synthetic industry with its vast investments into research development and marketing; wool has struggled to compete on price and sheep numbers have declined around the world. Since 2009 several new brands have been developed in the wool industry in New Zealand and there has been some debate around single selling systems and attempts to restructure with the Wool Partners International initiative. I have embarked on a journey of discovery to find out what is the impact of the strong wool brands within our wool selling systems. In the process I have gained an overall perspective of what drives value behind the farm gate and beyond in the marketing of our strong wool.... [Show full abstract]
Keywordswool industry; single selling systems; wool quality; marketing; wool selling systems; supply chain
Fields of Research1505 Marketing; 150309 Logistics and Supply Chain Management; 140201 Agricultural Economics
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