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| Quality of Meat Products: What Kind of Marketing Strategies are Useful to Create an Added Value? |
| Stéphane GOUIN |
| Department of Economic, Agrocampus Ouest, Rennes 35042, France |
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Abstract The quality of meat products constitutes a major stake for the meat industry chain. In order to safeguard the interest of consumers, it is the duty of food processors and retailers to ensure the quality of meat products. The occurrence of food safety crises questions not only the approaches to ensuring the intrinsic and extrinsic quality of meat products, but also the decision-making strategies of market participants in the industry chain. From breeding to food processing and from retailing to consumption, consumers express new expectations in terms of product quality. Today, marketing plays an essential role in the perception and understanding of quality approach in the industry chain. This article tries to explain the marketing and commercial operation for the meat industry.
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