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This paper proposes a conventionalist approach to quality, which implies considering the definition of quality as the result of a social construction process. It demonstrates, on the basis of examples from France, Italy and Switzerland, that the establishment of a successful quality convention for a given product requires a combination of specific conditions. After having introduced the conceptual framework of the analysis, the process by which quality conventions emerge and spread on the market is analysed and the diversity of conventions in the beef sector is highlighted.
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