畜産物の加工およびプライベート・ブランド化に関するイノベーション

抄録

 In this paper we took up management actions of two layers, namely U Farm and K Poultry Ltd. who got down to processing of livestock products and private brand - PB -, and made a great coup. We clarified essences of their innovation. Concretely, we researched the expansion of management domains, from production management to marketing, financial management, and personnel management. Particularly, we focused on the expansion of management domains, from production management to marketing.

 In the first place, U Farm was going to reproduce the state of free-range hens with battery cages, and K Poultry Ltd. was going to utilize local unemployed resources effectively. By their noble management philosophies, they established peculiar techniques.

 In the second place, they were small managements, kept 1 hen in 1 cage, and then tried to keep healthy hens.

 In the last place, they could know the needs of customers by building systems of direct marketing. The above-mentioned management efforts will raise functional and psychological benefits of customers.