Managing Perceived Risk as a Marketing Strategy for Beef inthe UK Foodservice Industry

摘要

Within the UK retail sector, relationships between retailers, processors and farmershave changed, as vertical co-ordination has emerged as a strategy to manage theperceived risks associated with the consumption of beef. However, little attentionhas been given to the examination of contractual relationships within thefoodservice sector. This paper presents the results of a case study investigating thedegree to which vertical co-ordination as a niche marketing strategy by onefoodservice supplier has been successful in managing the perceived risk associatedwith fresh beef for their independent catering customers.