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Branding as innovation within agribusiness value chains


Lewis, GK and Crispin, SH and Bonney, L and Woods, M and Fei, J and Ayala, S and Miles, MP, Branding as innovation within agribusiness value chains, Journal of Research in Marketing and Entrepreneurship, 16, (2) pp. 146-162. ISSN 1471-5201 (2014) [Refereed Article]

Copyright Statement

Copyright 2014 Emerald Group Publishing Limited

DOI: doi:10.1108/JRME-03-2014-0005


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.

Item Details

Item Type:Refereed Article
Keywords:Case study, Entrepreneurial marketing, Agricultural and food technology, Brand identity
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-oriented product or service development
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Technological and organisational innovation
UTAS Author:Lewis, GK (Dr Gemma Lewis)
UTAS Author:Crispin, SH (Dr Stuart Crispin)
UTAS Author:Bonney, L (Associate Professor Laurie Bonney)
UTAS Author:Woods, M (Dr Megan Woods)
UTAS Author:Fei, J (Associate Professor Jiangang Fei)
UTAS Author:Ayala, S (Mrs Sarah Ayala)
UTAS Author:Miles, MP (Professor Morgan Miles)
ID Code:96610
Year Published:2014
Deposited By:TSBE
Deposited On:2014-11-13
Last Modified:2018-05-04

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