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Marketing of beef and lamb in England: the role of EBLEX

Roger Palmer, David Croston, Andrew Garvey, Simon Mead

British Food Journal

ISSN: 0007-070X

Article publication date: 1 October 2006

1032

Abstract

Purpose

The purpose of this paper is to present a case study of strategy development and implementation for a food sector related non‐departmental public body. This is reviewed against a well‐established model of change.

Design/methodology/approach

A single case study is appropriate where there is a unique example of practice. In this case a newly founded organisation defines and implements its strategy within the context of the English red meat sector.

Findings

The literature provides rather less guidance on strategy selection for not for profit organisations. The network model of strategy was implemented by EBLEX. Market research guided the selection of strategy and implementation involved in‐ and out‐sourcing, communication to stakeholders, project and process based management and the sharing of information and objectives. The need to deliver in the short term may inhibit longer‐term objectives by reducing flexibility and responsiveness. The ability to identify, recruit and retire network partners is a necessary capability. Having developed the organisation afresh, significant challenges lie ahead in generating growth and managing increasing complexity.

Research limitations/implications

A single case study is limited in the extent to which generalisations can be made. There is a need to confirm the emerging findings with additional cases in similar and different contexts. Building on this research, theoretical propositions can be derived to guide future work and to develop theory.

Practical implications

This case provides insight into the management and development of a non‐departmental public body.

Originality/value

This paper investigates a unique opportunity for research in this field.

Keywords

Citation

Palmer, R., Croston, D., Garvey, A. and Mead, S. (2006), "Marketing of beef and lamb in England: the role of EBLEX", British Food Journal, Vol. 108 No. 10, pp. 808-823. https://doi.org/10.1108/00070700610702073

Publisher

:

Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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