The roles of business relationships and B2B communication in selected European agri-food chains are analyzed. Using survey data from 1,026 farmers, food processors and retailers in two commodity sectors (meat and cereals) and five different EU countries (Germany, United Kingdom, Ireland,...

The roles of business relationships and B2B communication in selected European agri-food chains are analyzed. Using survey data from 1,026 farmers, food processors and retailers in two commodity sectors (meat and cereals) and five different EU countries (Germany, United Kingdom, Ireland,...

Purpose – The purpose of this paper is to identify the different perceptions of the antecedents of trust in asymmetrical business‐to‐business relationships between food producers and retailers. Design/methodology/approach – The empirical data consist of semi‐structured face‐to‐face...