Save

Governance of market-oriented fresh food value chains: export chains from New Zealand

In: International Food and Agribusiness Management Review
Authors:
Jacques Trienekens Professor, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, the Netherlands.

Search for other papers by Jacques Trienekens in
Current site
Google Scholar
PubMed
Close
,
Mariska van Velzen Researcher, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, the Netherlands.

Search for other papers by Mariska van Velzen in
Current site
Google Scholar
PubMed
Close
,
Nic Lees Senior lecturer, Lincoln University, P.O. Box 85084, Lincoln 7647, New Zealand.

Search for other papers by Nic Lees in
Current site
Google Scholar
PubMed
Close
,
Caroline Saunders Professor and Director, Lincoln University, P.O. Box 85084, Lincoln 7647, New Zealand.

Search for other papers by Caroline Saunders in
Current site
Google Scholar
PubMed
Close
, and
Stefano Pascucci Professor, University of Exeter Business School, Rennes Drive, Exeter EX4 4PU, United Kingdom.

Search for other papers by Stefano Pascucci in
Current site
Google Scholar
PubMed
Close
Open Access

The competition in international food markets is increasingly moving towards products with higher levels of added value and higher degrees of differentiation, requiring companies to become more market-oriented. Market orientation is ‘the extent to which an actor in the marketplace uses knowledge about the market, especially about customers, as a basis for decision-making on what to produce, how to produce it, and how to market it’. Market orientation comprises three constructs: market intelligence generation, dissemination and responsiveness. Value chain governance can facilitate market orientation requirements. Value chain governance includes network governance, contracting and informal relationships. Knowledge about how governance can facilitate a value chain’s market orientation is limited. Therefore, the aim of this study is to explore how the governance of a global food value chain can facilitate the value chain’s market orientation. The study applies a multiple case study design. Four in-depth case studies were conducted on global food value chains from New Zealand to Western Europe dealing with the products apples, kiwis, venison and lamb. Interviews were conducted with actors from these four value chains in the Netherlands as well as in New Zealand. In each value chain actors with similar functions were interviewed in order to make the results comparable. Analysis of the case studies shows that network governance (i.e. leadership, shared governance and facilitation), contractual agreements (i.e. type and content: price, volume, quality) and informal relationships (i.e. trust and commitment) can contribute to the market orientation of a value chain. Leaderships and shared governance, in combination with good informal relationships in the chain, as well as contractual incentives, are main contributors to market orientation in global fresh food value chains. The paper adds to the still very scarce literature on governance of value chains and market orientation of value chains.

Content Metrics

All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 67 67 6
PDF Views & Downloads 86 86 8