Purpose – The purpose of this paper was to address one of Spotswood et al. ’s (2012) “uncomfortable questions”. The paper applies negative option marketing, the use of defaults as a behavioral engineering tool to shape choice, to social marketing and then uses the Hunt-Vitell (1986,...

This study employs resource advantage theory to identify how beef cattle value chain actors' resources are translated into the positional advantage and how that then affects their financial performance in an emerging country context. The study tested was designed to understand if: (1) the...