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Branding as innovation within agribusiness value chains

Gemma Lewis (Tasmanian School of Business and Economics, University of Tasmania, Launceston, Australia)
Stuart Crispin (Tasmanian School of Business and Economics, University of Tasmania, Launceston, Australia)
Laurie Bonney (School of Agricultural Science, Tasmanian Institute of Agriculture, University of Tasmania, Hobart, Australia)
Megan Woods (Tasmanian School of Business and Economics, University of Tasmania, Hobart, Australia)
Jiangang Fei (Department of Maritime and Logistics Management, Australian Maritime College, University of Tasmania, Launceston, Australia)
Sarah Ayala (School of Agricultural Science, University of Tasmania, Hobart, Australia)
Morgan Miles (Tasmanian School of Business and Economics, University of Tasmania, Launceston, Australia)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 14 October 2014

1573

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

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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