MANAGEMENT OF PERCEIVED RISKS IN E-BUSINESS FOR EFFICIENT FOOD SUPPLY NETWORK MANAGEMENT: THE CASE OF TRUST

Vertical coordination in food networks is characterized by dynamically changing supply and marketing relationships. E-business provides support and improvement options for vertical coordination processes and flexible supply chain management in food networks. However, adoption of e-business in food networks is low as available e-business offers as the communication of safeguards for trust and control as basis for the transaction decision is not realized appropriately. This paper analyzes decision preferences for trust generation as basis for the design of e-business environments for supply chain management in food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks.