In developed countries such as the USA and Western Europe, the market share of fresh fruit and vegetable sales by the major supermarket chains can be as high as 80%. In China, with growth rates averaging between 30% and 40%, it is anticipated that supermarket chains will gain a greater market...

Understanding value chains requires knowledge of the needs of customers and how these needs are met by different suppliers of marketing or value-adding services. The need for these marketing services and costs of supplying these are reflected in marketing margins or the difference in the prices...