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strContentBuffer1882 += '<a name="2026" style="margin: 0px 0px 0px 0px;"><h1 class="mgContentHeadline">Brand Leadership & Product Innovation As Firm Strategies In Global Food Markets</h1></a>';
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strContentBuffer1882 += '<div class="mgContentByLine">Mark Gehlhar, Anita Regmi, Spiro E. Stefanou and Barry Zoumas</div>';
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strContentBuffer1882 += '<div class="mgContentDateLine">June 2005</div>';
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strContentBuffer1882 += '<div class="mgContentSummary"></div>';
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strContentBuffer1882 += '<div class="mgContentMain">A series of case studies focusing on firms with leading market positions of different types (large public, medium private, and international cooperative) is used to understand motivations for product innovation and brand leadership. The cases suggest that process innovation (organizational efficiency) support product innovation as firms implement strategies to differentiate their products. Response to changing demand is a disciplined response where firms exploit their specialized resources using superior product knowledge and branding power. Leadership positions are maintained not only by responding to changing demand but steering the market using innovative products and consumer education.<br /><br />Read the <a href=\"http://www.mutualgravity.com/sf.php?fn=0_66_public_discussion_papers/Brand_Leadership.pdf\" target=\"_blank\">full discussion paper</a>.</div>';
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