Keywords
Sustainable value chains
Strategic intelligence
Cross-border agri-food trade
Mongolian livestock sector
Chinese premium snack market
How to Cite
Abstract
Purpose: This paper will discuss the way in which the Mongolian yak jerky could be re-packaged as a high-end sustainably-positioned snack to the Chinese market that is traditionally consumed as a pastoral item. It is proposed to determine the strategic, value-chain, consumer, and territorial branding variables that allow launching the product at the premium market, and overcome the structural deficiencies in the livestock industry of Mongolia.
Methodology/Approach: The study has an integrative qualitative approach that involves a systematic literature review, strategic market intelligence analysis, cross-border regulatory analysis, and value-chain diagnostic report. The secondary sources were supplemented by the synthetic dataset that needed to reflect indicative patterns at the consumer perceptions, processing quality, export preparedness, and benchmark competition.
Originality/Relevance: The study is the first to develop a comprehensive framework of the association between sustainable value-chain upgrading, strategic intelligence, and territorial branding to the premiumization of a pastoral meat product in a foreign market. It provides a way forward based on evidence of emerging economies aiming to modernize the traditional livestock systems and establish high value niches in the form of Sustainable Competitive Intelligence.
Key Findings: The findings indicate that purity, healthiness, and cultural authenticity are the product attributes based on sustainability that the Chinese consumers value highly. Value-chain diagnostics indicates a high level of positive relationships between hygienic compliance, packaging quality and export preparedness. This means that as indicated by benchmarking, the Mongolian yak jerky is in a potential premium position but needs better packaging, flavors, and brand communication. The partnership between the sustainability, modernization, strategic intelligence, and territorial identity proves to be the key to the successful establishment in the market.
Theoretical/Methodological Contributions: The research contributes to the Sustainable Competitive Intelligence theory by showing how the use of intelligence in decision-making can aid in cross-border value-chain upgrading and sustainable market alignment. It is also a contribution to the literature of COO and territorial branding because it demonstrates how ecological authenticity and nomadic identity might be developed into market strength when backed by quality control and processing standardization. In terms of methodology, the research depicts the (analytical) usefulness of synthetic data in conducting exploratory research in under-reported industries.
References
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