Research on organizational and inter‐organizational trust has become an important field in management andmarketing literature, as it is perceived as a pivotal aspect of business transactions. However, clarifications arestill needed on the issue of whom we trust; is the person whom we are...

In addition to traditional marketing communication instruments, social media marketing has become a powerful tool of interaction with participants within supply chains. An increasing number of com-panies, especially in the US, are using social media platforms not only to market their products...

The following contribution describes a product development case study for an isotonic organic sport drink in which the value factors of GfK Sinus Milieus have been applied. The underlying research question is, if the prescribed values are a viable tool to differentiate buyers and nonbuyers of...

The purpose of this study is to assess and evaluate the most important risks in selected Europeanand international food chains from the perspective of the buying company. The primary objectiveis to identify the “non-acceptable” risks in terms of damage potential and likelihood of...

The purpose of this study is to assess and evaluate the most important risks in selected European and international food chains from the perspective of the buying company. The primary objective is to identify the “non-acceptable” risks in terms of damage potential and likelihood of...

A widely held view is that a dramatic shift is well underway in the structure of food system. First noticed at the farm level, contracting between retailers and fruit and vegetable growers for specific quality attributes signaled a shift from commodity style markets to relational transactions...

Usually, marketing communication efforts in the agrifood sector address the end consumers and concentrate on products that are processed and ready for consumption, thus quality efforts often concentrate on the final product. Moreover, there’s a widespread view that agricultural commodities...

Farmers Markets are receiving an increasing attention by both food chains actors and social scientists. Economic and sociological studies are contributing to the comprehension of these forms of exchange. Both consumers and producers are fostering their expectations about the renewal of a mode of...

Population growth and general economic performance drives global demand for food and agricultural products, which lays the foundation for trade and U.S. exports (ERS a). Through the effects on employment, purchasing power and income, agricultural exports play a significant role in both the farm...

The following contribution describes how an E-collaboration platform may be used within new product development. In order to develop a new dairy product (a yoghurt dessert), a leading Austrian dairy co-operated with representatives from the Austrian University of Natural Resources and Applied...