Value-based Marketing Research Articles

Organisational renewal model for leveraging a bank’s sustainability and continuity during periods of discontinuities: a perspective from the caribbean financial markets

As financial institutions are often faced with a series of turbulences that unfold in the Caribbean financial markets, frequent organisational renewal and self-regeneration become crucial for bolstering a bank's continuity and sustainability. In that context, this study uses a qualitative research method to evaluate the effectiveness of the organizational renewal strategies that are often used by Caribbean banks during periods of turbulence as well as the major impediments of such strategies. Through such analysis, the study aimed to discern the organisational renewal model that can be extracted and suggested for leveraging a bank's sustainability and continuity in the periods of discontinuities. During periods of turbulence, findings from different banks that were drawn from St. Lucia, Barbados, Bahamas, St. Vincent, Grenada and the Dominican Republic signified the organizational renewal strategies that are often used by Caribbean banks to encompass financial service innovations, digital transformation, value-based marketing and CSR-based banking model. But even if that is the case, the efficacy of some of the organisational renewal strategies to turn around the bank's performance during turbulence was still found to be undermined by the hefty costs of change that must be incurred and organisational inertia that limits the flexibility and agility required for the banks in distress to respond. To mitigate such constraints, the study suggests the Organisational Renewal and Self-Regeneration Model which the contemporary banks can adopt to bolster their adaptability, continuity and sustainability during periods of discontinuities. But even if usage of such a model will leverage a bank's sustainability and continuity amid the Caribbean financial markets' discontinuities, future studies must still explore the impact of organisational renewal on a bank's liquidity risks' mitigation during periods of turbulence.

Strategic Brand Storytelling

ABSTRACT Stories are the lifeblood of value-based marketing and the strategic act of storytelling has become essential to modern branding. However, our theoretical understanding of brand stories and storytelling at a strategic level is relatively underdeveloped in marketing scholarship. This special issue of the Journal of Strategic Marketing seeks to evolve the landscape of the strategic brand storytelling literature, moving toward a clearer theoretical picture of brand storytelling as a strategic activity and providing a broad managerial lens through which to view strategic brand storytelling.

Literature Review: Halal Culinary Marketing Strategy To Improve The Competitiveness MSMEs In Indonesia

Micro, Small, and Medium Enterprises (MSMEs) are one of the main pillars of the Indonesian economy, including the culinary sector. Food is considered one of the significant aspects that affect visitor satisfaction with a destination, especially Muslims. Local food that is currently trending is enough to increase its own interest in the community, especially Muslims, namely Warung Pecel based on Sharia or Halal. It is one type of MSME that combines the principles of shari'ah with their business activities. The purpose of this literature review is to identify marketing strategies that can be used to increase the competitiveness of Sharia pecel pinstripe rice stalls. This research uses the literature review method of journals from ScienceDirect, Researchgate, and Google Scholar. The results of the literature review show that there are 15 articles explaining several marketing strategies that can be applied to increase the competitiveness of Sharia pecel rice stalls. Relevant marketing strategies include the application of digital marketing, market segmentation, and appropriate targeting, branding and product differentiation, network marketing and strategic alliances, use of social media, value-based marketing, effective marketing promotion and communication, and experience marketing. In addition, by understanding the values of Sharia and promoting them effectively, Warung Pecel can differentiate itself from competitors and create a unique experience for customers. The limitation of the study which samples of MSMEs with pecel stalls.

Influence of Value-Based Marketing on Generation Z towards Sustainable Consumption of Pertiwi’s Sustainable Products

In terms of the amount of plastic waste currently being dumped into the South China Sea per person (0.52 kg/person/garbage), Indonesia is currently ranked second in the world. These problems can create regional and ecological environmental hazards. The current state of the Earth is the result of irresponsible production and consumption. The sustainable consumption model therefore reduces the use of natural resources, toxic materials, gas emissions, and pollutants over the life cycle of a product or service to meet basic needs and improve quality of life. The factor that supports the shift in consumption patterns towards sustainable consumerism is the consumer behavior of Generation Z which is influenced by environmental and social factors. Unfortunately, Pertiwi is currently still having difficulties in determining a marketing strategy using the right value-based marketing. Therefore, this study undertakes consumer understanding by identifying the relationship between value-based marketing and sustainable consumption and the general motivational factors that support Generation Z to engage in sustainable consumption. This research was conducted using qualitative methods through narrative research interviews with 6 female informants who at least had experience using environmentally friendly products in Bandung and analyzed using manual and selective coding methods. The results show that value-based marketing increases sustainable consumption, and there is an impact of value-based marketing on daily consumption. In addition, it is explained about the views of the informants regarding the increase in value based marketing. These findings can help Pertiwi to develop a value-based marketing strategy that is carried out by Pertiwi itself.

Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective

Live streaming has become an important means for tourism product marketing in the internet age. However, from value-based marketing perspective, the value attributes and factors of tourism e-commerce live streaming (TEcLS) have not been clearly identified. Using a mixed-method approach and following value-based marketing theory, this study aims to identify a value-based marketing framework of TEcLS and empirically validated the framework. In Study 1, 11 basic live streaming attributes in 4 categories of value-based marketing of TEcLS were identified based on the analysis of TEcLS video data. In Study 2, a three-order factorial model, conceptualizing the value-based marketing framework of TEcLS, was identified and tested through two rounds of questionnaire surveys. This study provides new insights on value-based tourism marketing through live streaming as a technology-enabled tourism marketing tool from the live streamer perspective.

Carcass characteristics and prediction of individual cuts and boneless yield of Bos indicus and Bos indicus × Bos taurus bulls differing in age

No study has reported the carcass characteristics or saleable meat yield prediction models for humped and humpless cattle beef bulls in South Asia. In this study, carcass characteristics and predicted individual meat cuts and boneless yields of Bos indicus and Bos indicus × Bos taurus bulls differing in age were investigated. A total of 96 humped (n = 48, Bos indicus) and humpless (n = 48, Bos indicus × Bos taurus) bulls aged 18–24 months and 25–36 months, were used. Carcass characteristics, meat cuts, and by-product yields of humped and humpless beef bulls were compared. The authors also developed prediction models to estimate the boneless and individual meat cut yields of the bulls through morphometry and hot carcass weight (HCW) by performing regression analysis. Carcass conformation and fatness classes were determined using the “EUROP” grading scheme, whereas; meat color, fat color, marbling score, backfat thickness, and ribeye area were assessed from ribeye steak using AUS-MEAT chiller assessment standards. Humpless and 25–36 months of age bulls exhibited relatively better grading characteristics (carcass conformation, ribeye area, and marbling score) and higher weights (live, carcass, meat cuts, and by-products) than humped and 18–24 months of age bulls, respectively. Linear body measurements explained 69.6% vs. 66% of the variance in forequarter yield, 78.1% vs. 59.7% of that in hindquarter yield, and 72% vs. 64.8% of that in total boneless yield of humped and humpless bulls, respectively. Furthermore, the HCW explained 92.9% vs. 92.8% of the variance in forequarter yield, 94.4% vs. 95.9% of that in hindquarter yield, and 96.4% to 97% of that in total boneless yield of humped and humpless bulls, respectively. Among the different meat cuts, the HCW explained the highest variances in blades and silversides (90% and 93.3%, respectively), whereas the lowest variances were observed in cube rolls and foreleg shins (37.4% and 34.8%) in humped and humpless bulls, respectively. The results of the present study suggest that humpless and 25–36 months of age category bulls could be used to obtain superior quality carcasses with optimum meat production to meet the demands of meat importers. Moreover, linear body measurements and HCW could play an essential role in the cost-effective prediction and value-based marketing of individual meat cuts and the total boneless yield of humped and humpless bulls. However, further studies with large datasets are needed to validate the prediction model equations developed in this study.

Elaborasi Green Marketing dan Islamic Marketing Ethics (Studi Kasus UMKM di Indonesia)

Islam contains teachings that emphasize the value of morality in every behavior, including in conducting business activities. Business ethics need to be based on good values in the Qur'an. These good values are respect, protect, and the environment. Along with the activities of UMKM in Indonesia, the potential for natural damage also increases if their business activities do not promote environmentally friendly businesses. Marketing companies that have the necessary values in the era of environmental awareness will attract more consumers. This study uses an approach with analytical descriptive analysis, with the aim of examining the combination of ethical values of Islamic marketing and green marketing in the business of UMKM. The results of the study found that specifically the green marketing concept can be realized in the concept of Islamic marketing ethical values. The two marketing concepts have similarities in social responsibility and environmental value-based marketing. Elements of green marketing that are in accordance with Islamic business ethics values include green products, green prices, green places, and green promotions. The elaboration of Islamic marketing ethics and green marketing shows the commitment of business actors in meeting consumer needs, wants, and desires in the era of sustainable development.

Prediction of dressing percentage, carcass characteristics and meat yield of goats, and implications for live assessment and carcass-grading systems

Abstract Context Dressing percentage (DP) and meat yield (MY) predictions using live assessments and carcass measurements enable objective valuation of animals and their carcasses. We hypothesised that distribution of goat carcass tissues affects predictive value of live body condition scoring (CS) methods and carcass measurements for these traits. Aims The present paper aimed to assess the value of CS methods for prediction of DP and MY and of carcass measurements for prediction of MY. Methods Correlation and regression analyses from a dataset (n = 1014 goats) highly heterogeneous for factors influencing DP and MY were used to assess (1) the value of live-goat assessments and classifications, including five CS methods, age (dentition), liveweight (LW), sex, fleece characteristics and breed or genotype to predict DP and MY, and (2) the value of hot standard carcass weight (HSCW) and carcass GR (soft tissue over the 12th rib) tissue depth, eye-muscle depth and eye-muscle area to predict MY. Key results Among kids, LW accounted for 1% (residual standard deviation of 2.6%) of variation in DP, 22% (2.3%) in MY (% LW) and 34% (2.5%) in MY (% HSCW). LW plus the best CS method accounted for 24% (2.3%) of variation in DP, 58% (1.7%) in MY (% LW) and 61% (2.0%) in MY (% HSCW). Among all goats, LW plus CS accounted for up to 21% (3.2%), 39% (2.1%) and 45% (2.2%) of variation in these traits. Regression models that included age, sex, fleece type, breed or genotype, LW and CS accounted for 67% (2.5%), 72% (1.9%) and 72% (2.1%) of variation in DP, MY (% LW) and MY (% HSCW). Among carcass measurements, HSCW plus eye-muscle depth had best predictive value, accounting for 61% (2.3%) of variation in MY (% HSCW) for kids and 40% (2.9%) for all goats. Conclusions The body condition-score methods that best relate to DP and MY (% LW or % HSCW) assessed the shape of M. longissimus lumborum (eye muscle) in the lumbar region, which relates to muscularity of goats, rather than subcutaneous fat depth such as assessed at the GR-site. Implications The results guide potential targets for future developments in live-goat assessment, carcass classification and grading, and trading languages underpinned by value-based marketing.

A retrospective of the Journal of Strategic Marketing from 1993 to 2019 using bibliometric analysis

ABSTRACT This study applies bibliometrics to track the progressive evolution of the 27 years of the Journal of Strategic Marketing (JSM) between 1993 and 2019. From 15 articles in 1993, publications in JSM grew to comprise 736 papers, contributed by 1,683 authors, by the end of 2019. The number of unique contributors stands at 1,248, and the collaboration index of the journal is 1.29. Between 1993 and 2019, the JSM received a total of 11,612 citations, indicating its academic popularity. The impact of the journal is demonstrated by the fact that 65 of its articles were cited at least 4,225 times in Scopus. Network analysis bifurcates JSM articles into 6 bibliographic clusters: market orientation and company performance, competitive positioning and corporate success, referral and value-based marketing, ethical marketing, entrepreneurial and innovative marketing, and marketing conflicts. The study primarily informs potential authors by providing various indicators to develop their papers targeting JSM understanding and evolving areas for publishing their future research in the journal.

Does it matter where to run? Intention to participate in destination marathon

PurposeThe purpose of this study is to examine the effect of marathon enthusiasts' perceptions towards venue quality, race competition, organisation and service quality on their intention to participate in a destination marathon in the emerging region's context. It also seeks to investigate the mediating effect of perceived value and the moderating effect of intention to visit the destination on the intention to participate.Design/methodology/approachUsing purposive sampling technique, 177 valid Singapore marathon enthusiasts were sampled to look into their intention towards participating in destination marathon in Sarawak (marathon held in Kuching). The data were analysed using the partial least squares–structural equation modelling (PLS–SEM).FindingsThe results show that amongst the other determinants, perceived organisation and perceived service quality do not contribute to perceived value and intention to participate in destination marathon. Perceived value is found to mediate all path relationships except the relationship between perceived organisation and intention to participate. Moreover, the relationship between perceived value and intention to participate is significantly moderated by intention to tour Sarawak.Originality/valueThis study makes a substantial contribution to the extant literature pertaining to destination tourism and value-based marketing in an emerging market. In particular, it highlights the importance of perceived value and the relevance of destination tourism in joining a sport event on foreign soil. The use of PLS–SEM also allows a rigorous assessment of the relationships under investigation and provides better estimations of the phenomenon.

Disruptive framing in value creation and price setting: Transforming value with strategic frames of reference

Framing in business is frequently found in the digital economy with dramatic and innovative new products and disruptive value propositions. However, framing in business is not an exclusively digital economic strategy. Creating or revising frames of reference, value propositions, and pricing based on either new or newly framed offerings is a basic strategy skill that brings new differential value creation to customers and new price-setting models to firms. In this article, I define framing and explain its influence on managerial cognition as well as its application to value-based marketing and price setting. Using economic value theory and behavioral economics, I propose steps managers and decision makers can take in an effort to achieve framing innovation as a way to leverage the disruptive competitive advantages that flow from strategic frames of reference in the marketplace.

Value-Based Marketing and Sales of Industrial Services: A systematic literature review in the age of digital technologies

With digital technologies, smart services become a cornerstone of industrial product-service systems. Services are increasingly delivered by digital means and thereby become difficult to grasp for customers. For manufacturing companies, this is an opportunity to leverage value-based marketing and sales (VBMS). Despite this approach appearing promising in the age of digital technologies, no research combined so far the perspectives of VBMS, servitization and digital technologies. This paper fills this gap through a systematic literature review. We find that a limited number of authors and papers discuss this topic, but using a plethora of different terms. We consolidate the extant terminology in an overarching framework for VBMS. Furthermore, we identify four pillars of digital technologies that influence VBMS of industrial services. Finally, we suggest that in the age of digital technologies, the effectiveness of VBMS is contingent on relational rather than technological factors.

Myth: All calves are created equal

The value of commercial cattle, both feeder cattle and replacement females, has traditionally been imperfect as it was basically based on weight and it did not realize the potential value differences of those pounds. Historically, the "reputation" of cattle was limited without facts and true value for the system of beef production. Characterization of cattle genetic merit in the commercial cow herd today allows value differentiation. No longer are calves valued strictly on a weaned calf-weight and price. Selection tools that were typically associated with breed organizations and purchases of registered seedstock can be extended to quantifying genetic value in commercial herds. The use of genomic technology provides metrics for growth and carcass traits to better describe genetic potential for commercial calves. Allied industry delivers DNA tests that can assist commercial producers improve calf crop genetics and value-based marketing options for calf crops. Veterinarians can play a key role in assisting their clientele with sample collection, cow-herd record assessment, and interpretation of genomic results as part of a complete whole-herd management system.

Prediction of foal carcass composition and wholesale cut yields by using video image analysis

This work represents the first contribution for the application of the video image analysis (VIA) technology in predicting lean meat and fat composition in the equine species. Images of left sides of the carcass (n=42) were captured from the dorsal, lateral and medial views using a high-resolution digital camera. A total of 41 measurements (angles, lengths, widths and areas) were obtained by VIA. The variation of percentage of lean meat obtained from the forequarter (FQ) and hindquarter (HQ) carcass ranged between 5.86% and 7.83%. However, the percentage of fat (FAT) obtained from the FQ and HQ carcass presented a higher variation (CV between 41.34% and 44.58%). By combining different measurements and using prediction models with cold carcass weight (CCW) and VIA measurement the coefficient of determination (k-fold-R2) were 0.458 and 0.532 for FQ and HQ, respectively. On the other hand, employing the most comprehensive model (CCW plus all VIA measurements), the k-fold-R2 increased from 0.494 to 0.887 and 0.513 to 0.878 with respect to the simplest model (only with CCW), while precision increased with the reduction in the root mean square error (2.958 to 0.947 and 1.841 to 0.787) for the hindquarter fat and lean percentage, respectively. With CCW plus VIA measurements is possible to explain the wholesale value cuts yield variation (k-fold-R2 between 0.533 and 0.889). Overall, the VIA technology performed in the present study could be considered as an accurate method to assess the horse carcass composition which could have a role in breeding programmes and research studies to assist in the development of a value-based marketing system for horse carcass.

Orientacja hybrydowa a nowe podejścia w marketingu

The paper presents the possibility of using the hybrid orientation called "the third methodological movement" in the study of modern marketing concepts, such as value-based marketing, relationship marketing, social marketing or international marketing. This article presents the methodological basis of an integrated approach, presenting its concept, nature and typologies. It then presents the opportunities and limitations of using an integrated, hybrid approach to research marketing concepts.

Prediction of Carcass Composition Using Carcass Grading Traits in Hanwoo Steers.

The prediction of carcass composition in Hanwoo steers is very important for value-based marketing, and the improvement of prediction accuracy and precision can be achieved through the analyses of independent variables using a prediction equation with a sufficient dataset. The present study was conducted to develop a prediction equation for Hanwoo carcass composition for which data was collected from 7,907 Hanwoo steers raised at a private farm in Gangwon Province, South Korea, and slaughtered in the period between January 2009 and September 2014. Carcass traits such as carcass weight (CWT), back fat thickness (BFT), eye-muscle area (EMA), and marbling score (MAR) were used as independent variables for the development of a prediction equation for carcass composition, such as retail cut weight and percentage (RC, and %RC, respectively), trimmed fat weight and percentage (FAT, and %FAT, respectively), and separated bone weight and percentage (BONE, and %BONE), and its feasibility for practical use was evaluated using the estimated retail yield percentage (ELP) currently used in Korea. The equations were functions of all the variables, and the significance was estimated via stepwise regression analyses. Further, the model equations were verified by means of the residual standard deviation and the coefficient of determination (R2) between the predicted and observed values. As the results of stepwise analyses, CWT was the most important single variable in the equation for RC and FAT, and BFT was the most important variable for the equation of %RC and %FAT. The precision and accuracy of three variable equation consisting CWT, BFT, and EMA were very similar to those of four variable equation that included all for independent variables (CWT, BFT, EMA, and MAR) in RC and FAT, while the three variable equations provided a more accurate prediction for %RC. Consequently, the three-variable equation might be more appropriate for practical use than the four-variable equation based on its easy and cost-effective measurement. However, a relatively high average difference for the ELP in absolute value implies a revision of the official equation may be required, although the current official equation for predicting RC with three variables is still valid.

Barriers to sustaining customer participation in hospital-based farmers’ markets: insights from employees

92 farmers’ markets are located on hospital campuses in the United States but no known studies have evaluated factors influencing employee use of on-site markets. We examine modifiable barriers that reduced employee participation in a hospital-based market at Pennsylvania State Hershey Medical Center. 360 employees of Pennsylvania State Hershey Medical Center who used a weekly on-site seasonal market less than twice annually were sent an online survey, and frequency of response data were analyzed. Most frequently referenced barriers to participation were: location/access to the market, personal work schedules, cost of market products, and hours of operation, while top perceived benefits were support of local agriculture, health benefits, atmosphere/environment, and affordability. Hospital markets using value-based marketing campaigns to promote local economic and individual health benefits of participation, maximize convenience and access, and incentivize attendance are likely to sustain employee participation. These modifiable features may be relevant to worksite markets in diverse regions.

Evaluation of Columbia, USMARC Composite, Suffolk, and Texel rams as terminal sires in an extensive rangeland production system: VII. Accuracy of ultrasound predictors and their association with carcass weight, yield, and value.

Use of lamb BW or chilled carcass weights (CCW), live-animal ultrasound or direct carcass measurements of backfat thickness (BF; mm) and LM area (LMA; cm(2)), and carcass body wall thickness (BWall; mm) to predict carcass yield and value was evaluated using 512 crossbred lambs produced over 3 yr by mating Columbia, U.S. Meat Animal Research Center Composite, Suffolk, and Texel rams to adult Rambouillet ewes. Lambs were harvested at 3 BW endpoints within each year. The predictive value of 3 to 5 additional linear measurements of live-animal or carcass size and shape was also evaluated. Residual correlations (adjusted for effects of year, breed, and harvest group) between ultrasound and direct measurements were 0.69 for BF and 0.65 for LMA. Increasing ultrasound or carcass LMA had positive effects (P < 0.001) on yield of chilled carcass (i.e., on dressing percentage) and, at comparable CCW, on weight of high-value cuts (rack, loin, leg, and sirloin) before trimming (HVW), weight of trimmed high-value cuts (trimmed rack and loin and trimmed boneless leg and sirloin; TrHVW), and carcass value before (CVal) and after (TrCVal) trimming of high-value cuts. By contrast, ultrasound and direct measures of BF had positive effects on yields of CCW and on HVW and CVal but large negative effects on TrHVW and TrCVal. After adjusting for BW at scanning, increases of 1 mm in ultrasound BF or 1 cm(2) in ultrasound LMA were associated with changes of US$-0.32 (P < 0.10) and $1.62 (P < 0.001), respectively, in TrCVal. Carcass BWall was generally superior to carcass BF as a predictor of TrHVW and TrCVal. Carcass LMA was superior to ultrasound LMA but carcass BF was inferior to ultrasound BF for prediction of carcass yield and value. Increasing LMA thus would be expected to improve carcass yield and value. Addition of linear measurements of live-animal or carcass size and shape to the prediction model reduced residual SD (RSD) for TrHVW and TrCVal by 0.4 to 2.2%, but subsequent removal of ultrasound or direct measures of BF and LMA from the prediction model increased RSD by 7.4 to 12.2%. Measurements of CCW, LMA, BF, and BWall would thus be appropriate to support programs for value-based marketing of lamb carcasses and are superior to systems based only on measurements of size and shape in unribbed carcasses.

Influence of Phenotypic Hide Color and Sex Condition on Beef Carcass Grading Performance and Value

<h2>ABSTRACT</h2> The influence of hide color and sex on carcass grading performance and value was evaluated on 18,575 carcasses. Cattle exhibited color frequencies of black (50.0%), black-white face (10.6%), red (10.6%), red-white face (5.8%), gray (4.9%), yellow (4.7%), white (3.5%), Holstein (2.7%), striped (2.4%), yellow-white face (2.2%), gray-white face (1.4%), and spotted (1.3%) and sex frequencies of 83.5% steers and 16.5% heifers. Black cattle (black and black-white face) had greater (P<0.01) s.c. fat (1.46cm), hot carcass weight (HCW; 362.4kg), KPH (2.38%), calculated YG (3.30), and marbling score (Small²⁹) with less (P<0.01) LM area (83.9cm²) than did nonblack cattle (red, red-white face, gray, gray-white face, yellow, yellow-white face, white, striped, spotted, Holstein) (1.24cm, 357.2kg, 2.34%, 2.89, Small⁰², 86.9cm², respectively). Steers had less (P<0.01) s.c. fat (1.18cm), KPH (2.22%), calculated YG (2.83), and marbling score (Slight⁹⁸) with greater (P<0.01) HCW (372.3kg) and LM area (89.4cm²) than did heifers (1.37cm, 2.47%, 3.11, Small¹⁹, 344.0 kg, 83.4cm², respectively). Black cattle had greater (P<0.01) HCW discounts (-$1.32), YG discounts (-$2.46), and market value ($122.93) with less (P<0.01) QG discounts (-$2.07) than did nonblack cattle (-$1.10, -$1.73, $122.49, -$3.46, respectively). Steers had less (P=0.02) HCW discounts (-$0.97) and (P<0.01) YG discounts (-$1.33) with greater (P < 0.01) QG discounts (-$3.68) than did heifers (-$1.43, -$2.30, -$2.56, respectively). The results suggest that the incentives to pay premiums for feeder cattle based on hide color diminish once the finished animal is in the carcass form and that steer and heifer carcasses have differing carcass characteristics that could warrant independent value-based marketing methods.

Establishing an appropriate mode of comparison for measuring the performance of marbling score output from video image analysis beef carcass grading systems1,2

A beef carcass instrument grading system that improves accuracy and consistency of marbling score (MS) evaluation would have the potential to advance value-based marketing efforts and reduce disparity in quality grading among USDA graders, shifts, and plants. The objectives of this study were to use output data from the Video Image Analysis-Computer Vision System (VIA-CVS, Research Management Systems Inc., Fort Collins, CO) to develop an appropriate method by which performance of video image analysis MS output could be evaluated for accuracy, precision, and repeatability for purposes of seeking official USDA approval for using an instrument in commerce to augment assessment of quality grade, and to use the developed standards to gain approval for VIA-CVS to assist USDA personnel in assigning official beef carcass MS. An initial MS output algorithm was developed (phase I) for the VIA-CVS before 2 separate preliminary instrument evaluation trials (phases II and III) were conducted. During phases II and III, a 3-member panel of USDA expert graders independently assigned MS to 1,068 and 1,242 stationary carcasses, respectively. Mean expert MS was calculated for each carcass. Additionally, a separate 3-member USDA expert panel developed a consensus MS for each carcass in phase III. In phase II, VIA-CVS stationary triple-placement and triple-trigger instrument repeatability values (n = 262 and 260, respectively), measured as the percentage of total variance explained by carcasses, were 99.9 and 99.8%, respectively. In phases II and III, 95% of carcasses were assigned expert MS for which differences between individual expert MS, and for which the consensus MS in phase III only, was < or = 96 MS units. Two differing approaches to simple regression analysis, as well as a separate method-comparability analysis that accommodates error in both dependent and independent variables, were used to assess accuracy and precision of instrument MS predictions vs. mean expert MS. Method-comparability analysis was more appropriate in assessing the bias and precision of instrument MS predictions. Ether-extractable fat percentages (n = 257; phase II) differed among MS (P < 0.05) but were not suitable to predict or validate assigned MS. The performance and reproducibility of expert MS assignment in future evaluations was considered, and an official USDA performance standard was established, to which an instrument must conform to be approved for official on-line MS assessment. The VIA-CVS subsequently was approved to assign MS to carcasses on-line after completion of a 2006 USDA instrument approval trial conducted according to methods developed during completion of this study.