If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -This paper aims to understand the motivations for product innovation and brand leadership using a series of case studies focusing on firms with leading market positions of different types. Design/methodology/approach -A qualitative study is presented of three leading food sector firms of different types (large/public, medium/private, and international/cooperative). An analysis of brand leadership is undertaken in the context of a conceptual framework linking process innovation, product innovation, and the firm's resource base and market orientation. Findings -The cases suggest that process innovation supports product innovation as firms implement strategies to differentiate their products. Response to changing demand is a disciplined reaction 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 by steering the market using innovative products and consumer education. Research limitations/implications -This study suggests that firms use their unique resource base and form strategies to capitalize on their capabilities. A single, dominant orientation is not necessary to maintain leadership. Rather process innovation can facilitate product innovation leading to successful product differentiation and enhancing a leadership position. The question of whether the growing power of retailers means the demise for branded food manufacturers is one that deserves attention. Innovation and its motivation is a national public policy concern that is influenced by a myriad of regulations and laws administered by various agencies. Originality/value -This study is the first one to pull together the experiences of food-firm brand leaders with their branding and innovation strategies as they look to the global arena for growth.

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Elevated prices for major U.S. commodities have renewed interest in the price sensitivity of foreign demand facing the United States. Although the elasticity of foreign demand plays an important role in discussions of U.S. farm policy, it is also a parameter that is much debated with the majority of studies in this area published over 20 years ago. We provide new estimates of the elasticity of export demand for U.S. corn, soybeans, and wheat using updated data and empirical techniques. Our estimates are useful for practical policy analysis as well as for researchers seeking to parameterize large-scale simulation models.

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Price competition is a fundamental assumption in modeling trade. Empirical applications often use unit values as proxies for price. This is a problem if unit values cannot explain trade flows consistent with the price competition assumption. The paper determines whether this condition exists in food product trade. Trade balances by product are used to indicate successful competition in trade. Export and import unit values are used to determine if competition is dominated by price or nonprice competition. Trade flows are then categorized in four ways: successful price competition, unsuccessful price competition, successful nonprice competition, and unsuccessful nonprice competition. This categorization is applied to 372 food products using the Standard International Trade Classification. Nearly 40% of U.S. food exports could be characterized as dominated by nonprice competition. In those instances, we contend that unit values are not valid proxies for price, thereby limiting their usefulness in traditional import demand estimation and trade policy simulation models. © 2002 Wiley Periodicals, Inc.

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