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The Gateway to a market-driven agricultural economy: A framework for Demand Chain Management in the food industry
Dr. Sylvain Charlebois, Assistant professor in marketing, Faculty of Business Administration, University of Regina

Abstract
It has been recognized that agriculture and food companies have a long tradition for being commodity-driven, with an emphasis on production technology, high volumes, and quality consistency. With Canada’s Asian-Pacific Gateway and Corridor Initiative, the abilities to understand customer needs and to adapt to a wider variety of customer situations will become crucial. The purpose of this paper is to provide a structured demand chain design framework that can be linked with Gateway and Corridor management practices. Since a direct correlation exists between the wealth of a nation and how it consumes food, we first present five utilities and several factors that are perceived differently by customers once a nation becomes affluent. We then present supply and demand thrusts that could leverage Canada’s position in international food trade with Asian-Pacific countries. Finally, some analysis and limitations are presented.

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