ABSTRACT
This chapter discusses the challenges faced by Australian meat retailers in responding to shifting consumer preferences for meat products. Whereas Australia’s major retail chains were slow to respond to changing consumer lifestyles, a handful of independent and franchise retailers emerged to break the mould and adopt a market-oriented approach to creating and delivering value-added products. Through a comparative case study analysis, this chapter reveals the characteristics and consequences of adopting a market-oriented approach in this context. The key features and outcomes identified include value-added solutions, consumer understanding, leading the market, flexible responsiveness and whole-of-chain coordination.
