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The case of the Australian Southern Rock Lobster Association describes real issues faced by the Market Development Manager of a collective agri-food organization (SRL) representing all the southern rock lobster fishermen in Victoria, South Australia and Tasmania. The case deals with recent globalization issues faced by the Australian rock lobster industry: the rise of China as a vital and risky market of high-end food products; the financial crisis that affected the US starting from 2006 and the rise of sustainability issues that constrained the rock lobster supply. This case is designed for advanced BSc and MSc in agribusiness and international business. It is relevant for both for strategic management and supply chain management courses. In this case, managers, policy-makers and academics find challenging questions that are still open and can be similarly posed to other agribusiness industries worldwide attempting to compete collectively in international markets. [ABSTRACT FROM AUTHOR]

To create and sustain a competitive advantage in markets that increasingly value animal welfare attributes, meat companies need to meet public and private production standards while communicating to final consumers through their brands. Data are collected from a representative sample of 460 U.S. residents through an on-line experiment on McDonald's chicken breast sandwiches and analyzed with Latent Growth Modeling. This study assesses which content of positive brand information effectively mitigates the risk of negative information shocks on animal welfare. On average, brand information has the same positive impact on consumers' beliefs and attitudes, regardless of whether it is related or unrelated to animal welfare. However, there is strong market segmentation in terms of consumers' response when exposed to brand information, suggesting that brand managers would benefit from tailoring brand information according to consumers' age, education, gender and income. [ABSTRACT FROM AUTHOR]