Branding as innovation within agribusiness value chains
Journal of Research in Marketing and Entrepreneurship
ISSN: 1471-5201
Article publication date: 14 October 2014
Abstract
Purpose
The purpose of this paper is to explore how traditional agribusiness firms can differentiate their product through innovation and branding at the value chain level, through the application of entrepreneurial marketing (EM). Traditionally, fresh vegetable products have been marketed as unbranded commodities.
Design/methodology/approach
To address the research aim, this paper used a case study, which included semi-structured interviews with managers and personnel and unstructured observation of supply chain processes.
Findings
The findings are based on a Tasmanian fresh broccoli value chain and suggest that EM could be effectively integrated at a multi-firm level. Clear communication, knowledge sharing, and trusting relationships are necessary to create a shared vision and a sustainable value chain.
Research limitations/implications
An increasing number of firms in the agribusiness sector are looking for strategies that can enhance value for themselves and members of their chain. EM as a strategy can help an entire value chain achieve product differentiation and co-innovation, with flow on benefits to the consumer.
Originality/value
There is limited research at the entrepreneurial and marketing interface that explores the application of EM at an inter-organizational level. This paper is one of the first to investigate EM in context of a supply chain management, using a value chain innovation framework.
Keywords
Acknowledgements
The authors wish to thank the organizations who participated in this project and Professor David McNeil for the expertise he offered.
Citation
Lewis, G., Crispin, S., Bonney, L., Woods, M., Fei, J., Ayala, S. and Miles, M. (2014), "Branding as innovation within agribusiness value chains", Journal of Research in Marketing and Entrepreneurship, Vol. 16 No. 2, pp. 146-162. https://doi.org/10.1108/JRME-03-2014-0005
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited