A Case Study on Building the Certified Angus Beef® Brand

This case is intended for use by undergraduate students studying agricultural economics, agribusiness, animal science, or food science. Junior level class standing, or higher, would be beneficial. The learning outcomes sought from this case are for students to: (1) distinguish between a commodity marketing system versus a vertically integrated brand; (2) understand the first-mover advantages that have been realized by CAB; and (3) understand the problem of Angus confusion and then explore its possible solutions. A teaching note associated with this case expands upon the above. The note incorporates an excel-formatted data set. With this information, the case can be customized by the professor for use as an exercise; therefore making the case suitable for use in a quantitative analysis class in agricultural economics.