1 Department of Management, Aarhus BSS, Aarhus University2 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University3 Management Studies Group, Wageningen University4 NOFIMA Mat5 Department of Economics and Business Economics, Aarhus BSS, Aarhus University6 Department of Management, Aarhus BSS, Aarhus University7 Department of Economics and Business Economics, Aarhus BSS, Aarhus University
Segmentation basis and implications for chain governance in the pork sector
Consumers differ in their demands, and this mau have implications for the type of supply chain governance that is most suitable for serving them. We present a segmentation of pork consumers in the EU based on their food-related lifestyles and demand for different pork products. We then present an inventory of pork chain governance and quality management systems, also resulting from a pan-European study, and attempt to match types of chains to consumer segments, arguing that the type of quality demanded by the consumers has implications especially for the quality management system governing the chain, and that these implications are different for fresh meat and processed meat. The paper closes with a call for more collaboration between chain researchers and consumer researchers.
Journal on Chain and Network Science, 2011, Vol 11, Issue 2, p. 89-97