ABSTRACT
In this chapter, we introduce the Prinex case, a network of cattle producers that implemented beef origin and quality assurance systems and achieved success in the most demanding niche markets in Europe, the United States, Brazil and Chile. After we describe the Argentine beef agri-business, we outline Prinex history, the way it coordinated transactions, its marketing strategies, and its constraints and limitations. We will describe the beef international agri-business and Argentinean beef sector in particular; define strategic and tactical actions for marketing beef in international markets; and identify constraints and limitations for exporting and marketing beef in Argentina.
