NUA 45, a dry bean cultivar, builds a subtle brand in Zimbabwe against all odds

Global business today is driven by brands, each with a unique story, but rarely of a product that is a public good. Building a brand requires careful planning, creativity, and an understanding of the target market. Borrowing from various brand concepts and frameworks, this paper explores how a gover...

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Autors principals:	Enock Kuziwa Maereka, Bruce Mutari, Fungai Kunaka, Eileen Nchanji, Shylet Tsekenedza, Rachel Muthoni-Andriatsitohaina, Denford Chimboza
Format:	Artigo
Idioma:	Inglês
Publicat:	Frontiers Media S.A. 2024-02-01
Col·lecció:	Frontiers in Sustainable Food Systems
Matèries:	NUA 45 brand biofortification multi-stakeholder innovation platform awareness
Accés en línia:	https://www.frontiersin.org/articles/10.3389/fsufs.2024.1260167/full
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