Value innovation in export marketing strategy: the case of a Canadian firm in Japan.

摘要

This article illustrates, using Kim and Mauborgne's blue ocean strategy framework, how the Canadian company Maple Leaf Foods Inc. (MLF) innovates value in a competitive marketplace for the export of pork to Japan. MLF maintains a market leadership in Canada for its food processing and export business and sustains a relatively high growth rate. 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