Title: Structure-conduct-performance analysis of the rice noodle industry: a case study of Taiwan's SMEs

Authors: Ren-Her Hsieh; Shuling Tsao

Addresses: Department of International Affairs, Wenzao Ursuline University of Languages, 900 Mintsu 1st Road, Kaohsiung, 807, Taiwan ' Department of International Business Administration, Wenzao Ursuline University of Languages, 900 Mintsu 1st Road, Kaohsiung, 807, Taiwan

Abstract: This study examined how food technology has changed the rice noodle industry in Taiwan. A rice noodle food safety scandal in 2013 led to new government regulations regarding rice noodle labelling in 2014. We investigated the structural traits of Taiwan's rice noodle industry and the conducts of rice noodle manufacturers regarding the food safety incident and the new regulations by employing the structure-conduct-performance paradigm. The study found that most firms involved in the rice noodle industry in Taiwan are small- and medium-sized enterprises (SMEs). Retaining the status quo and registering a regional brand are the two main conducts found by this study. Herein, questions of regional branding in terms of industry and local government conduct are examined alongside the lessons learnt after the scandal and regulation changes.

Keywords: rice noodle industry; structure-conduct-performance paradigm; SCP; geographical certification mark; small- and medium-sized enterprises; SMEs; Taiwan.

DOI: 10.1504/IJAITG.2019.101815

International Journal of Agriculture Innovation, Technology and Globalisation, 2019 Vol.1 No.2, pp.128 - 143

Received: 15 May 2018
Accepted: 22 Dec 2018

Published online: 27 Aug 2019 *

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