Korean Journal of Agricultural Science (농업과학연구)

Institute of Agricultural Science, CNU (충남대학교 농업과학연구소)
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Critical success factors and management strategies for fruit brands : lessons from Sunkist and ZESPRI

조합공동사업법인 과일 브랜드의 성공 요건 및 관리 방안 : Sunkist와 ZESPRI로부터의 교훈

  • Yoon, Byung-Sam (Department of Agricultural Economics, Chungbuk National University)
  • 윤병삼 (충북대학교 농업경제학과)
  • Received : 2011.07.15
  • Accepted : 2011.09.19
  • Published : 2011.09.30
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Abstract

Brand is becoming more important as a way to achieve differentiation since consumers tend to buy brands not products. This study primarily aims to determine the critical success factors of two world famous fruit brands, Sunkist and ZESPRI, and to present management strategies to enhance the value of domestic fruit brands. The lessons learned from the case studies of Sunkist and ZESPRI reconfirm the importance of essential factors for a successful fruit brand, that is, quality control, steady supply, advertising and promotion, recipes and processed products, handling items and regional boundaries.

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References

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