The Effects of a Quality Grading System on the Development of Consumer Driven Best Practice Value Chains: The Example of Meat Standards Australia

• Author / Creator

  Bott, Gregory

• This research project analyzes the beef grading system in Australia. Firstly, the Meat Standards Australia (MSA) grading system as a potential value-creating and value chain-coordinating mechanism is investigated. In-depth interviews with value chain stakeholders and industry experts suggest that the implementation of the MSA grading system has had a catalytic effect of moving value chains toward a greater level of coordination. The concept of best value supply chains is also used as a benchmark in determining MSA’s effect on value chain performance.

  Secondly, using a survey of Australian consumers, findings suggest that the MSA certification is perceived as a trustworthy signal for tenderness and quality, reducing information asymmetry at the consumer level. This thesis then addresses the questions of whether or not it is necessary to use a grading system in consumer marketing (e.g. quality label) in order to be successful in terms of adding value to the industry.

• Subjects / Keywords

  • Label
  • Coordination
  • Information
  • Value Chain
  • MSA
  • Quality Grading
  • Certification
  • Consumers
  • Meat Standards Australia
  • BVSC
  • Beef
  • Best Value Supply Chain

• Graduation date

  Fall 2010

• Type of Item

  Thesis

• Degree

  Master of Science

• DOI

  https://doi.org/10.7939/R3J62N

• License

  This thesis is made available by the University of Alberta Libraries with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.