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La coordination verticale comme outil de marketing national et international : le cas de la viande bovine en Bretagne

Author

Listed:
  • Jean Cordier

    (Unité d'économie et sociologie rurales de rennes - INRA - Institut National de la Recherche Agronomique)

  • Stéphane Gouin

    (Unité d'économie et sociologie rurales de rennes - INRA - Institut National de la Recherche Agronomique)

Abstract

La demande des consommateurs se développe, en particulier sur des exigences de sécurité alimentaire et d'éthique environnementale. La réponse à cette demande relève d'une coordination verticale entre les acteurs. L'article montre comment en Bretagne les acteurs de la filière bovine se sont coordonnés par des conventions de qualification et d'effort afin de reprendre une initiative marketing sur le marché domestique et international. L'évolution des méthodes commerciales passe de l'opportunisme à la construction d'une image de "fournisseur".

Suggested Citation

  • Jean Cordier & Stéphane Gouin, 2000. "La coordination verticale comme outil de marketing national et international : le cas de la viande bovine en Bretagne," Post-Print hal-02371366, HAL.
    • Handle: RePEc:hal:journl:hal-02371366
    as

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