Four cases on market orientation of value chains in agribusiness and fisheries

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 School of Business, Denmark, the Norwegian College of Fisheries Science, University of Tromsø, Norway, and the Department of Marketing, University of Stirling, Scotland. It has benefited from grants from the Danish Social Science Research Council and from the Norwegian Research Council. The present working paper is the ‘long’ version of the empirical work in the first major phase of the project, where we study four examples of food value chains to get insight into their degree of market orientation and possible determinants. The insights gained here have been used in subsequent empirical work that is currently underwayMarket orientation;