| Title |
Competitive Advantage Factors in Vertically Diversified Brand Chicken Business: A Partial Value Chain Analysis of a Japanese Poultry Wholesaler |
| ID_Doc |
65716 |
| Authors |
Hosono, K; Yashima, Y |
| Title |
Competitive Advantage Factors in Vertically Diversified Brand Chicken Business: A Partial Value Chain Analysis of a Japanese Poultry Wholesaler |
| Year |
2020 |
| Published |
Jarq-Japan Agricultural Research Quarterly, 54.0, 4 |
| DOI |
|
| Abstract |
We aimed to clarify the competitive advantage of a vertically diversified brand chicken business as a method of creating a sustainable poultry business, using a part of Porter's value chain framework to extract strengths and linkages of a company's marketing in a case study of one enterprise adopting this business model. Company T1 achieved vertical diversification of its production, processing, distribution, sales, and restaurant businesses through its original brand chicken, produced on a direct-management farm and cooperative farms under uniform quality control. T1 internalized its poultry farming and never abandoned this model, despite its low profitability, because its original brand H chicken was a high-quality product at the core of T1's marketing strategy. We concluded that this high-quality original product resulted in a successful vertically diversified business within the poultry industry. To achieve this success, efforts are needed to maintain high levels of quality using sophisticated human resource approaches. |
| Author Keywords |
broiler integrator; communication skills; internalizing poultry farming |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Science Citation Index Expanded (SCI-EXPANDED) |
| EID |
WOS:000593992100006 |
| WoS Category |
Agriculture, Multidisciplinary |
| Research Area |
Agriculture |
| PDF |
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