China has experienced rapid economic growth over the last 26 years. As per capita income has increased, household consumption has become greatly diversified, and many food new products have entered the market. Beef is slowly gaining ground relative to the more traditional pork products. This...

Differentiation through added value improvement has been explored by strategy and marketing literature. However, because of the distance between growers, final-consumers and technical features not always easily understood by the consumers, differentiation attributes adopted in agricultural...