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Implications of Changes in GATT for the Marketing Strategies of British Beef Producers

Gibbs, Juliette and Shaw, Susan A. (1995) Implications of Changes in GATT for the Marketing Strategies of British Beef Producers. British Food Journal, 97 (1). pp. 3-10. ISSN 0007-070X

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Examines the likely effect of the changes in GATT on the British beef industry and the implications of these changes for the marketing strategies of British beef producers. The result of GATT changes is that there is unlikely to be any incentive for producers to increase production. Instead, marketing strategies will have to centre on increasing profitability by increasing quality and quality awareness with the objective of increasing margins. Examines the production and marketing of quality beef in the UK and proposes a number of strategies for the future.