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...

Using case studies from European countries, chapters discuss trust-building methods for food networks in an e-business environment. Key issues include the influence of cultural disparity and cross-border transactions upon major product groups such as meat, cereal products and fresh produce.

Nowadays, agri-food chains are more global than ever and are characterized by increased imports and exports and global sourcing of products, resulting in increased cross-border transaction risks. The objective of this paper is to identify the typical risks regarding agri-food supply chains...

In the last decades the market for organic food was well developed in Western European Countries and com-parable markets like the US or Canada. While these markets more or less approach market saturation, other markets still have huge potentials and are of special interest for exporting...

The market of local and organic food is still a niche market in the USA, despite its strong growth rates. Both offer consumers an alternative to a globalized anonymous food supply chain. Yet local food and organic food seem to be overlapping and to some degree competing food concepts. While the...

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...