文章基本信息

标题：New Zealand Wool Inside: A Discussion Case Study
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作者：Conforte, Daniel ; Dunlop, Samuel ; Garnevska, Elena 等
期刊名称：Journal of Food Distribution Research
印刷版ISSN：0047-245X
出版年度：2011
页码：147-178
出版社：Food Distribution Research Society
摘要：The case study is aimed at discussing the strategic and organizational implications of recent value adding and branding initiatives in New Zealand’s strong wool industry with special attention to decisions by a group of farmers. The objective of the case study is to discuss (a) the value of past and current generic promotion campaigns in the wool industry; (b) the viability of recent private value adding and branding campaigns, as well as of the organizations behind such initiatives; (c) the likely impact of the initiatives in the economy of the farmers; (d) if farmers should invest in any of the value adding companies or not (d) if farmers should engage collectively in supporting any of the initiatives, and if so how. This case study can be used in advanced undergrads, graduate and executive classes.
关键词：New Zealand;wool;ingredients marketing;branding;wool carpets;case study