Zi, Wucheng; Li, Guodong; Li, Xiaolin; Zhou, JiaYu - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 6, pp. 1178-1202
Purpose: This study explores how collaborative cost sharing between the buyer and the supplier in cold chain equipment and marketing and advertising affects the performance of a fresh agricultural produce supply chain (FAP-SC). Design/methodology/approach: We use a contingency approach to...