Item

Māori branding in New Zealand's food and fibre industry

Authors
Tangiora, Hiraina, Rombach, Meike
Date
2024-12
Type
Journal Article
Collections
Department of Agribusiness and Markets
Mātauraka Māori
Keywords
indigenous branding, Māori values
Fields of Research
ANZSRC::350605 Marketing management (incl. strategy and customer relations), ANZSRC::450711 Te whenua, ahurea me te tuakiri o te Māori (Māori land, culture and identity), ANZSRC::451118 Te whakamākete o te Māori (Māori marketing)
Abstract
This article looks into indigenous branding in New Zealand’s food and fibre industry, which plays a crucial role in the nation’s economy, providing a wealth of opportunities for rural practitioners. However, in an increasingly globalised marketplace, the need for unique identity and differentiation has never been more important.
Files
Published version
Adobe PDF, 328.84 KB
Permalink
https://hdl.handle.net/10182/18007
Source DOI
Rights
© NZIPIM
Creative Commons Rights
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