한우브랜드 생산 및 유통단계 협동통합 전략

Strategic Cooperative Coordination in Hanwoo Brand Market

Changes toward vertical coordination have been found to cause lower production costs and higher price over the costs, lower retail prices, and improved quality of food products; but result in concerns about market power. This causality could also apply to the case of Korean native cattle, Hanwoo, market when characteristics of its production are considered carefully. The cooperative coordination in Hanwoo brand market would bring more differentiated products to the market, and coordinated markets could result in more information and knowledge about the quantity, quality, timing of delivery in the supply chain. The cooperative coordination as a specific type of voluntary quasi-integration would be a successful strategy.