How to remove the last character from a bash grep output

Question

COMPANY_NAME=`cat file.txt | grep \"company_name\" | cut -d \'=\' -f 2` 

outputs something like this

\"Abc Inc\";

Answer 1

In Bash using only one external utility:

IFS='= ' read -r discard COMPANY_NAME <<< $(grep "company_name" file.txt)
COMPANY_NAME=${COMPANY_NAME/%?}