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A Case Study on Building the Certified Angus Beef® Brand

Author

Listed:
  • Siebert, John W.
  • Jones, Clay

Abstract

This case is intended for use by undergraduate students studying agricultural economics, agribusiness, animal science, or food science. Junior level class standing, or higher, would be beneficial. The learning outcomes sought from this case are for students to: (1) distinguish between a commodity marketing system versus a vertically integrated brand; (2) understand the first-mover advantages that have been realized by CAB; and (3) understand the problem of Angus confusion and then explore its possible solutions. A teaching note associated with this case expands upon the above. The note incorporates an excel-formatted data set. With this information, the case can be customized by the professor for use as an exercise; therefore making the case suitable for use in a quantitative analysis class in agricultural economics.

Suggested Citation

  • Siebert, John W. & Jones, Clay, 2013. "A Case Study on Building the Certified Angus Beef® Brand," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(3), pages 1-14, September.
    • Handle: RePEc:ags:ifaamr:156469
    DOI: 10.22004/ag.econ.156469
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    References listed on IDEAS

    as
    1. Vanek, Joseph K. & Watts, Myles J. & Brester, Gary W., 2008. "Carcass Quality and Genetic Selection in the Beef Industry," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(3), pages 1-15.
    2. Brester, Gary W. & Schroeder, Ted C. & Mintert, James R., 1997. "Challenges to the Beef Industry," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 12(4), pages 1-4.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Bodo E. Steiner, 2017. "A phenomenon-driven approach to the study of value creation and organizational design issues in agri-business value chains," Economia agro-alimentare, FrancoAngeli Editore, vol. 19(1), pages 89-118.

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