Branding as innovation within agribusiness value chains

Volume: 16, Issue: 2, Pages: 146 - 162
Published: Nov 6, 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...
Paper Details
Title
Branding as innovation within agribusiness value chains
Published Date
Nov 6, 2014
Volume
16
Issue
2
Pages
146 - 162
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