조합공동사업법인 과일 브랜드의 성공 요건 및 관리 방안 = Sunkist와 ZESPRI로부터의 교훈

다국어 초록 (Multilingual Abstract)

Brand is becoming more important as a way to achieve differentiation since consumers tend to buy brands not products. This study primarily aims to determine the critical success factors of two world famous fruit brands, Sunkist and ZESPRI, and to present management strategies to enhance the value of domestic fruit brands. The lessons learned from the case studies of Sunkist and ZESPRI reconfirm the importance of essential factors for a successful fruit brand, that is, quality control, steady supply, advertising and promotion, recipes and processed products, handling items and regional boundaries.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 미국 Sunkist Growers, Inc.(“Sunkist”)의 사례
• Ⅲ. 뉴질랜드 ZESPRI International Limited(“ZESPRI”)의 사례
• Ⅳ. 조합공동사업법인 과일 브랜드의 성공 요건 및 관리 방안
• Ⅴ. 요약 및 결론
• 감사의 글
• 참고문헌

참고문헌 (Reference)

1 ZESPRI Group Limited, "ZESPRI Annual Report 2007/08～2009/10" 2007

2 Boland M, "Sunkist Growers: Refreshing the brand" 31 (31): 628-639, 2009

3 Sunkist Growers, Inc, "Sunkist Annual Report 2007~2009" 2009

4 Aaker DA, "Managing Brand Equity: Capitalizing on the Value of a Brand Name" The Free Press, New York, USA. 1991

5 Merlo C, "Heritage of Gold: The First 100 Years of Sunkist Growers, Inc., 1893-1993" Sunkist Growers, Inc., Sherman Oaks, CA, USA 1993

6 Kim BR, "Current situation and success factors of ZESPRI" 104 : 41-59, 2009

7 Jeon CG, "Current situation and challenges of fruit brands"

8 Korea Agro-Fisheries Trade Corporation (KATC), "Current Situation of Agricultural and Livestock Products Brands"

9 Beverland M, "Creating value through brands: the ZESPRI Kiwifruit case" 103 (103): 383-399, 2001

10 Lee BS, "Consumer’ awareness for fruit brand and some strategies" 21 (21): 103-119, 2004

11 Lee SY, "Challenges and innovations of Sunkist Growers, Inc" 582 : 1-19, 2006

12 Keller KL, "Brand Synthesis: The multidimensionality of brand knowledge" 29 (29): 595-600, 2003

13 Korea Agro-Fisheries Trade Corporation (KATC), "All Things about Agricultural Brands"

14 Kim DH, "Agrofood Marketing" HNCOM, Seoul, Korea. 2009

15 Smith C, "A cooperative evolution - Sunkist competes in the global market" 2004