Title: The international marketing of New Zealand merino wool: past, present and future
Authors: Joseph D. Mitchell, Luke J. Smith, Leo-Paul Dana
Addresses: University of Canterbury, College of Business and Economics, Private Bag 4800, Christchurch 8, New Zealand. ' University of Canterbury, College of Business and Economics, Private Bag 4800, Christchurch 8, New Zealand. ' GSCM-Montpellier Business School, University of Canterbury, New Zealand Private Bag 4800, Christchurch, New Zealand
Abstract: This paper contributes to the limited literature on the international marketing of merino wool. Its purpose is to identify changes in the international marketing of New Zealand merino. The New Zealand merino industry has survived various changes through transforming merino fabric from a graded commodity into an international brand. This success of the industry in recent years has been due to the progressive differentiation of merino fibre from wool. The apex of this differentiation strategy was the formation of The New Zealand Merino Company, a body that facilitates symbiotic marketing.
Keywords: international marketing; symbiotic marketing; New Zealand; merino wool; agrigoods; exports.
International Journal of Business and Globalisation, 2009 Vol.3 No.2, pp.111 - 122
Published online: 18 Jan 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article