Value innovation in export marketing strategy: The case of a Canadian firm in Japan
- Authors
- Kim, Renee B.
- Issue Date
- Sep-2010
- Publisher
- Taylor & Francis Group
- Keywords
- Blue ocean strategy; Canadian firm; Export marketing strategy; Japan; Value innovation
- Citation
- Journal of Food Products Marketing, v.16, no.4, pp.361 - 372
- Indexed
- SCOPUS
- Journal Title
- Journal of Food Products Marketing
- Volume
- 16
- Number
- 4
- Start Page
- 361
- End Page
- 372
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/174129
- DOI
- 10.1080/10454446.2010.509231
- ISSN
- 1045-4446
- Abstract
- "Maple Leaf Foods Inc. maintains a market leadership in Canada for its food processing and export business and sustains its relatively high growth. MLF has an innovative approach to strategy as it reduces head-to-head competition with other major pork exporters in Japan and raises its premium image with an innovative food safety program. MLF is creating a new market segment in Japan's pork market by positioning itself between the domestic premium segment and the import commoditized segment and attracting consumers who are interested in both brand and price. This article illustrates how MLF innovates value in a competitive marketplace, using Kim and Mauborgne's blue ocean strategy framework.
- Files in This Item
-
Go to Link
- Appears in
Collections - 서울 경영대학 > 서울 경영학부 > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/174129)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.