In many market settings, a customer often obtains assistance from a supplier (or service provider) in order to make better-informed decisions regarding the supplier's product (or service). Because the two parties often have conflicting pecuniary incentives, customer trust and supplier...

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...