Food retailers present consumers with a complex market offering. They offer consumers an assortment of products sourced from numerous suppliers, along with various services within a retailer-controlled environment (Burt & Sparks 2002). Food retailers aim to offer an assortment of products and...

This working paper presents results from the project ‘Supra-company level determinants of degree of market orientation of value chains in agriculture and fisheries’, which is carried out in cooperation between MAPP – Centre for Research on Customer Relations in the Food Sector, Aarhus...