Towards a chain coordination model for quality management strategies to strengthen the competitiveness of European pork producers

Abstract

This paper presents a new chain coordination model for quality management strategies of European pork supply chains. It is a result of qualitative research into intensive and extensive pork production in seven selected countries consisting of a literature review, country-specific expert interviews and case studies. The model defines strategic roles and responsibilities for quality management actors on normative, strategic and operational levels and groups these actors into the categories certification, coordination and control. New actors have been defined for the category 'coordination of quality management strategies': the chain quality board (normative), the network coordinator (strategic) and the quality broker (operational level). The proposed concept of a quality broker represents an innovative approach to facilitate implementation of coordination mechanisms in pork supply chains. In addition, coordination mechanisms have been defined and classified under the headings contracts, information technology, information sharing and joint decision making. The model represents an organizational concept applicable to a broad diversity of pork supply chains. It is intended to facilitate the establishment and management of quality management strategies to strengthen the competitiveness of European pork producers.