Naile, Traci L. (author) and Charanza, Ashley D. (author)
Format:
Paper
Publication Date:
2012-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 188 Document Number: D01532
Notes:
Paper presented in the Agricultural Communications Section of the Southern Association of Agricultural Scientists annual meeting, Birmingham, Alabama, February 5-6, 2012. 23 pages.
International: Sage Publications India Pvt Ltd, New Delhi.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D05712
Notes:
258 pages., "The developing world is littered with bodies of abandoned or dead development initiatives...Development dies on the very day that external and internal experts, without an understanding of the local setting, come in with their fancy ideas about implementing strategies and initiatives that do not build on local knowledge and strengths."
33 pages., Via online journal., The legitimacy of the dominant intensive meat production system with
respect to the issue of animal welfare is increasingly being questioned by stakeholders across the meat supply chain. The current meat supply is highly undifferentiated, catering only for the extremes of morality concerns (i.e., conventional vs.
organic meat products). However, a latent need for compromise products has been
identified. That is, consumer differences exist regarding the trade-offs they make
between different aspects associated with meat consumption. The heterogeneity in
consumer demand could function as a starting point for market segmentation, targeting and positioning regarding animal welfare concepts that are differentiated in
terms of animal welfare and price levels. Despite this, stakeholders in the meat
supply chain seem to be trapped in the dominant business model focused on low
cost prices. This paper aims to identify conflicting interests that stakeholders in the
meat supply chain experience in order to increase understanding of why heterogeneous consumer preferences are not met by a more differentiated supply of meat
products produced at different levels of animal welfare standards. In addition,
characteristics of the supply chain that contribute to the existence of high exit
barriers and difficulty to shift to more animal-friendly production systems are
identified. Following the analysis of conflicting interests among stakeholders and
factors that contribute to difficulty to transform the existing dominant regime,
different routes are discussed that may help and motivate stakeholders to overcome
these barriers and stimulate the creation of new markets.
