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]
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
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.
Case study, Entrepreneurial marketing, Agricultural and food technology, Brand identity