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A preliminary exploration of local food marketing in Australia: A value cocreation lens
Conference paper   Open access   Peer reviewed

A preliminary exploration of local food marketing in Australia: A value cocreation lens

David Fleischman
Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference, pp.1425-1431
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2014 (Brisbane, Australia, 01-Dec-2014–03-Dec-2014)
Australian and New Zealand Marketing Academy (ANZMAC)
2014
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Abstract

Marketing food marketing Australia
Consumer interest and demand for local food is growing rapidly. Increased levels of consumer health and environmental consciousness, along with popular media, have sparked this growth. Yet, little marketing specific research focuses on local food. The purpose of this conceptual paper was, therefore, twofold. First, it sought to explore some of the existing gaps in local food marketing research. Second, it aimed to offer fresh perspective on marketing local food as framed by the value co-creation concept. It was found that local food marketing is fragmented across multiple disciplines; little research exists in an Australian context; and that there is little cohesion in terms of how local food is defined in marketing contexts. The paper contributes to theory and practice by suggesting opportunities for value co-creation as a platform to enhance local food marketing strategies, and also encourages consideration of challenges that may arise.

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