Halal Meat Exports Enhancement of Pakistan: An Intermediating Role of Global Technical Standards in Quality Function Deployment Model

Abstract

A lean and sustainable food supply chain is one of the major strategies that businesses all around the world have been trying to adopt to provide the customers quality food and to remain competitive in the global market. Many industrialists, researchers, and economists have focused on food quality because of the high importance of this issue in the global meat markets context. This research was conducted to investigate the mediating role of Global Technical Standards (GTS) on Voice of Customers (VOC) and Exports Enhancement (EE). Halal meat industry and exports of Pakistan were the primary focus by using a mixed methodological approach. Initially, the quality function deployment (QFD) model was generated for the identification of exports requirements and competitive Novelty Analysis. Fourteen actors (experts) of Pakistan halal meat industry had participated in the identification of requirements and standards. Likewise, exporters from nine economies, including the United States of America, Brazil, Australia, Netherlands, Poland, Spain, India, Canada, and Pakistan, participated in Competitive Novelty Analysis. Secondly, 250 responses were generated from Pakistan’s halal meat industry on a five-point Likert scale. The findings of this study show a significant relationship between Voice of Customers (VOC) and Global Technical Standards (GTS). It was further highlighted that Global Technical Standards mediate the relationship between issues in exports and Exports Enhancement (EE) strategies.