AVIAN INFLUENZA

Although the flu is not considered by many to be a serious illness, the disease kills hundreds of thousands around the world each year. Generally, flu strains remain a specific species, and relatively healthy individuals build up immunity to most influenza viruses through mild exposures and the production of antibodies. There are some flu strains, however, that "leap" species, and the new species typically has no resistance to the new strain. This is the case with some strains of avian--or bird--flu. This research considers the marketing consequences of a recent outbreak of avian flu in Asia.

Avian flu causes concern among poultry producers because the disease is often found in chickens, and chickens have become an increasingly important global commodity in recent decades. In 2003, the United States exported more than 2.3 million tons of chicken, Brazil exported more than 1.8 million tons, and Thailand exported 530,000 tons; the latter exported primarily to Asian markets (Buckman & Fackler, 2004).

Avian flu can result in the destruction of