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Kite flying: the role of marketing in the post‐BSE British beef export industry

Paul R. Baines (Middlesex University Business School, London, UK, and)
Phil Harris (Centre for Corporate and Public Affairs, Manchester Metropolitan University, Manchester, UK)

British Food Journal

ISSN: 0007-070X

Article publication date: 1 June 2000



Outlines the role of the Meat Livestock Commission in dealing with the BSE/CJD crisis in the UK meat industry. It covers the re‐launch of British beef, the history of the BSE crisis, the decline of the export market for beef and the increasingly political nature of the world beef and meat markets. In addition, the article assesses the impact of supermarkets, government and environmental concerns and the development of this key industry. The issue of reputation alongside natural products is considered and the complexities of a fragmented market. Suggests that there is no quick and easy fix to the re‐establishment of UK roast beef as a premier brand.



Baines, P.R. and Harris, P. (2000), "Kite flying: the role of marketing in the post‐BSE British beef export industry", British Food Journal, Vol. 102 No. 5/6, pp. 454-464.




Copyright © 2000, MCB UP Limited

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