Marketing New Zealand lamb in the EU

Abstract

This study replicates work published in 2002, exploring the use of country of origin images in the international marketing of six of New Zealand's primary industry products by agribusinesses. Specifically, this study examines and analyses the use of country of origin in the marketing strategies used by Meat & Wool New Zealand to market New Zealand lamb. Findings from the present study were well aligned with those of the 2002 study by Beaverland and Lindgreen. In particular, the New Zealand lamb-marketing scenario supported the heavy use of country of origin images by specialist marketing boards for niche products. Further, in support of past findings, the use of country of origin was a means of differentiating the product from others in the host market. History was also found to be a contributing factor to how lamb was marketed, though played an indirect role in shaping the attributes of the product that were accentuated by the use of country of origin marketing.