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| Giraud-Heraud, Eric; Grazia, Cristina; Hammoudi, Abdelhakim. |
| This paper develops an original framework to better understand the interaction between the development of brands and the quality of raw materials. We consider different levels of consumer trust for a brand and we examine the incentive for firms to improve the quality of a processed product by requiring that upstream suppliers adopt a private standard. In contrast to previous literature, the incentive for firms to develop a more stringent private standard may increase with the level of the regulated minimum quality standard. Moreover, the creation of a private standard can reduce the risk of consumer dissatisfaction while increasing the marketed quantity. Unexpected positive effects of a reinforcement of the minimum quality standard may arise, in the sense... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Minimum Quality Standard; Brand; Vertical relationship; Agribusiness. |
| Ano: 2008 |
URL: http://purl.umn.edu/43865 |
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