New Zealand Wool Inside:A Discussion Case Study

摘要

The case study is aimed at discussing the strategic and organizational implications of recentvalue adding and branding initiatives in New Zealand’s strong wool industry with special attention to decisions by a group of farmers. The objective of the case study is to discuss (a) thevalue of past and current generic promotion campaigns in the wool industry; (b) the viabilityof recent private value adding and branding campaigns, as well as of the organizations behindsuch initiatives; (c) the likely impact of the initiatives in the economy of the farmers; (d) iffarmers should invest in any of the value adding companies or not (d) if farmers should engage collectively in supporting any of the initiatives, and if so how. This case study can beused in advanced undergrads, graduate and executive classes.