This publication contains the proceedings of the 5th international conference on chain and network management in agribusiness and the food industry. Papers will focus on the paradoxes caused by conflicting interests in the fields of economics and ethics, technology and environment, legislation and internationalisation, etc. The modern consumer demands highquality products, in broad assortments throughout the year, and for competitive prices. Society imposes constraints on companies in order to economize on the use of resources, ensure animal-friendly and safe production, and restrict pollution. Together with technological developments and increased international competition, these demands have changed the production, trade, and distribution of food products beyond recognition. Demand is no longer confined to local or regional supply. The food industry is now swiftly becoming an interconnected system with a large variety of complex relationships. This is changing the way food is brought to the market. Currently, even fresh produce shipped from halfway around the world can be offered at competitive prices. These developments are accompanied by national and international regulations and legislation in the area of food quality and safety. In response to these changes, business strategies must now focus not only on traditional economical and technological interests, but also on topical issues such as the safety and healthfulness of food products, animal friendliness, the environment, etc. To effectively address paradoxical demands facing businesses, many problems and opportunities must be approached from a multi-disciplinary perspective, and trade-offs must be made between different aspects of production, trade and the distribution of food.

Table of Contents:
Introduction 1; Keynote Presentations; Key Issues and the Role of Technology for Retailers in a Global Market Place; David Hughes 7; A Framework for the Knowledge Domain of Chain and Network Science; S.W.F. (Onno) Omta, Jacques Trienekens and George Beers 13; Chapter 1. Paradoxes in supply chains and networks; Session A: Paradoxes 1: Efficiency versus consumer values; Food Supply Chains - Are Efficiency and Responsiveness Mutually Exclusive?; Sven Koops, Dr. Diane Mollenkopf and Prof. Tony Zwart 23; Consumer values versus economic efficiency in food chains and networks; Jon Hanf and Rainer Kuhl 35; A Coevolutionary Approach to Understanding the Paradox of Social Pressures versus Economic Efficiency Across the World's Food Chains; Desmond Ng, Randall E. Westgren and Steven Sonka 45; Measuring Corporate Social Responsibility in a Business-to-Society Context; S. Goddijn and G.W. Ziggers 59; Session B: Paradoxes 2: Economic paradoxes in supply chains; Familiarity vs. Efficiency: Evidence of Economic Paradoxes in Agricultural Supply Chains; Clement Nageotte, Sarahelen Thompson, Joost M.E. Pennings andRandall Westgren 72; Origin And Quality Assurance In Emerging Economies.; Paradox: Feasible Alternatives And Delayed Implementation; Introducing origin and quality assurance - certification systems as key drivers in promoting alternative collective strategies.; Hector Ordonez and Maria Ines Jatib 81; Collaboration or Control in Food Supply Chains: Who Ultimately Pays the Price?; Geoff Christopherson AM and Emma Coath 95; Trust, economic performance and the food system: can trust lead up to unwanted results?; Valeria Sodano 104. Chapter 2. Consumer demands and supply chain implications; Session A: Consumer demands and supply chain strategy; Consumer Behaviour and Netchain Responses in the Greek Olive Oil Market:; Unravelling a Paradox; Constantine Iliopoulos and Athanasios Krystallis 119; Beef chain analysis and quality policy: the case of Argentina-Spain; Prof. Dr. Julian Briz, Dr. Julio Penna and Prof. Dr. Isabel de Felipe 130; Regulation of Baby Food Commercialization, Industry Strategy and Breastfeeding; Elizabeth M. M. Q. Farina, Denise C. Cyrillo and Jose Afonso Mazzon 141; Customer Value Creation in the Short Food Supply Chain: Theoretical Aspects and Explorative Findings; Sari Forsman and Jaana Paananen 153; Session B: Consumer demands and supply chain implications; Monitoring Buyer-Seller Relationships: The Tesco Scorecard; Adam Lindgreen and Dr. M. Hingley 165; Irish Consumer Acceptance of the Use of Gene Technology in Food Production; Mary McCarthy and Sonja Vilie 176; Objectives for Sustainable Food Chain Management in European and Austrian Law; Marianne Penker and Hans Karl Wytrzens 188; Risk Reduction Strategies Employed to Minimise Perceived Risk when Purchasing Beef.; Mary McCarthy and Dr. Spencer Henson 201; Chapter 3. Traceability and quality assurance; Session A: Traceability and quality assurance; Consumer Value of Traceability: Opportunities for Market Orientation in Meat Supply Chains; Xavier Gellynck, Wim Verbeke and Jacques Viaene 217; A Comparison Between U. S. and European Consumer Attitudes and Willingness to Pay for Traceability, Transparency, and Assurance for Pork Products; David L. Dickinson, Ph. D. and DeeVon Bailey, Ph.D. 229; Consumer Attitudes Towards Seafood Safety Inspection Systems in the United States; Lisa House, S. Sureshwaran and Terry Hanson 238; Consumer Willingness to Pay for Irradiated Beef; Rodolfo M. Nayga, Jr., Arsen Poghosyan and John P. Nichols 250. Session 2: Quality assurance in agri supply chains; Quality Signals and Agri-Food "Chain Reactions"; Stefano Boccaletti and Kostas Karantininis 260; Demand for Quality: Implications for Managing Food System Supply Chains; Robert D. Weaver and Taeho Kim 274; Determinants of Firms' Decisions to Use Public or Private Grades and Standards:; Preliminary Evidence from Fresh Produce Markets of Sao Paulo Brazil; Denise Mainville 286; Quality assurance initiatives for peri-urban food production in India; Nigel Poole, D.S. Bhupal, Fiona Marshall and Dolf te Lintelo 298; Chapter 4. Innovation in supply chains and networks; Session A: Innovation in supply chains and networks; Towards Optimized Innovation and Product Introductions in Agri Food Supply Chains:; A Conceptual Model and Innovation Score Card; Ronald de Graaff, Daniella Stijnen, Frans-Peter Scheer, Filipa Martins and Paul Diederen 317; The Innovation/Performance Paradox: An Investigation of Producer Behavior in the Food Supply Chain; Peter D. Goldsmith and Samuel Kane 329; Supply Chain Organization through Entrepreneurship and Management of Knowledge Networks; Desmond Ng 340; Equity Market Valuation of Supply Chain Management Technology Adoption; Dr. Steven S. Vickner 352; Session B: Technology input in supply chains; The Biotechnological Food Revolution: Considering the consequences of GMOs; Catherine Robinson 358; E-commerce and supply chain organisation: A comparison between "picking", "drop shipping" and "dedicated warehouse"; S. Hafsa, V. Hovelaque and L.-G. Soler 371; Identity Preservation of Grains and the Coordination of Agroindustrial Systems; Eduardo Luis Leao de Sousa and Pedro Valentim Marques 379; Consumers' Attitudes and Technology Input in the Dairy Chain of the Rio Grande do Sul State - Brazil; Jean Philippe Revillion, Antonio Domingos Padula and Anya Piatnicki Revillion 390. Chapter 5. Competitiveness by supply chain collaboration; Session A: Competitiveness through supply chain collaboration; Competitiveness of the UK Food Retail Environment: Impact of the Competition Commission's Inquiry; Andrew Hollingsworth 403; "Increasing Competitiveness of U.S. Agricultural Exports Through Supply Chain Management"; William C Bailey, Kenneth L. Cassavant and Lidia V. Norina 410; Challenges for integrating vertical and horizontal relationships in Argentinian fine wine chain for increasing exportation competitiveness; Hugo Cetrangolo, Javier Quagliano and Sandra Fernandez 421; Improving cooperation to make the South African fresh apple export value chain more competitive; Paul A. Hardman, Mark A.G. Darroch, Gerald F. Ortmann 434; Session B: Competitiveness in international markets; Entrance strategies Eastern Europe: a chain management approach; Harry Bremmers and Joanna Gusc 444; Modal Choice in International Alliances between Producers of Horticultural Products; David Neven and Thomas Reardon 452; Paradoxes in the Food Chain: Is There a Relationship Between the Competitiveness of the Agricultural Input Industry and the Competitiveness of the Agro-Food Industry in South Africa?; Mr. D. Esterhuizen, Dr. C.J. van Rooyen and Mr. M.B. Masuku 463; Positioning of Firms and Products in International Markets: Cases from the Danish and New Zealand Food and Beverage Sector; Adam Lindgreen and M. Beverland 471; Chapter 6. Governance of supply chain and network relationships; Session A: Governance of supply chain relationships; Che and Chains, Challenges to the Chain Leader; Dr. Ir. Nanne Migchels and Drs. Mark Overboom 483; Stability of Contracts in the Brazilian Wine Industry; Decio Zylbersztajn and Marcelo Miele 491. Co-operating to Compete in High Velocity Global Markets: The Strategic Role of Flexible Supply Chain Architectures; Hamish R. Gow, Lance Oliver, and Neil Gow 501; Session B: Supply chain and network organisation; The U.S. Pork and Beef Sectors: Divergent Organizational Patterns, Paradoxes and Conflicts; John D. Lawrence and Marvin L. Hayenga 512; Vertical Coordination in the Australian Pig Industry; Roslynne G. Gall and Professor Bill Schroder 522; Networking in vertical coordinated pig production; Jesper T. Graversen, Nicolaj H. Norgaard, Mogens Lund and Morten L. Bonefeld 533; Chapter 7. Buyer-supplier relationships; Session A: Marketing and marketing strategies; Changes in Marketing's Context, and the Choice of Marketing Strategies: Practical Implications for Managers; Michael Beverland and Adam Lindgreen 547; Market Orientation at Industry and Value Chain Levels: Concepts, Determinants and Consequences; Klaus G. Grunert, Kare Hansen, Lisbeth Fruensgaard Jeppesen, Kristina Risom, Anne-Mette Sonne and Torbjorn Trondsen 555; Organisational Efficiency in the Fresh Produce Chain: The Role of the Marketing Cooperative; Jos Bijman and George W.J. Hendrikse 568; Degree of Price Integration, Price Leadership Behavior and Potential Spatial Arbitrage in Corn and Soybeans Cash Markets in Ontario; Francesco Braga and Michele Nardella 577; Session B: Buyer-supplier relationships; The Organisation of Retailer-Manufacturer Relationships; Dr Alan Collins 593; Codes of Conduct for Buyer-Supplier Relations in the Food Chain; James M. Hagen 606; Selection of suppliers embedded in networks:; Empirical results on supplier-buyer relationships in the flower supply chain; Danny Pimentel Claro, Geoffrey Hagelaar and Onno Omta 615. Session C: Retail-supplier relationships; Tailored Governance Structures and Contracting Arrangements for Retail Branding Relationships: -illustrated with examples from the Swedish dairy industry -; Dirk van der Krogt 627; Quality Assurance and Contract Adaptation in the Agri-Food Sector: Some paradoxes in retailer-producer relationships; Armelle Maze 640; Differentiation Strategies and Product Quality in Producer-Retailer Relationships; Eric Giraud-Heraud, Lamia Rouached and Louis-Georges Soler 650; Asymmetric Farm-Retail Price Transmission: A New Test; W.Erno Kuiper and Jack H.M. Peerlings 664; Chapter 8. Environmental uncertainty and network governance; Session A: Environmental uncertainty and network governance; Efficiency, Effectiveness and the Design of Network Governance; Loic Sauvee 673; Environmental Uncertainty, Supply Chain Capabilities and Business Performance in Horticultural Marketing Channels; Margaret Matanda and Professor Bill Schroder 685; Supply Chain and the Environment: the internalization of the environmental variable in a Dutch dairy farm; Priscila Borin de Oliveira Claro, MSc. Flavia Luciana Naves Mafra and Danny Pimentel Claro 688; Exogenous Shocks in the Supply Chain and their Effect upon Businesses in the West Midlands region of the United Kingdom; Paul Custance, Gaynor Orton and Professor Brian Revell 699; Session B: Network embeddedness; Antecedents of Value Network Relationship Designs: A Conceptual Model; Alan McDermott and Dr Neels Botha 709; Network Embeddedness in the Food Supply Chain and Firm Strategy on Signaling Quality; Thomas L. Sporleder and Peter D. Goldsmith 720; Strategic Alliances in the Canadian Biotechnology Sector; Dr. David Sparling and Dr. Erna van Duren 729. Collective Actions in Networks: The Case of Beef in Brazil; Marcos Fava Neves, Decio Zylbersztajn, Claudio Pinheiro Machado Filho and Rodrigo Teixeira Bombig 742; Chapter 9. Case studies; Session A: SME's in supply chains; The Future Supply Chain Environment and its Implications for Food SMEs in Selected Lagging Rural Regions of Europe; Philip M. K. Leat, Dr. Maeve Henchion, Joanne Brannigan and Bridin McIntyre 753; Small and Medium Sized Food Enterprise Networks in Supply Chains: The Case of Parma Ham; Mr. Seamus O'Reilly, Professor M. Haines and Dott. Filippo Arfini 768; Forecasting the Supply Chain Environment for Food Smes in Ireland: A Delphi Approach; Dr. Maeve Henchion, Ms. Bridin McIntyre and Mr. Patrick Commins 780; Resources Related To Success In Small Scale Food Processing Firms; Bjorn Brastad and Odd Jarl Borch 792; Session B: Case studies in meat supply chains; Supply Base Relationships in the New Zealand Red Meat Industry: A Case Study; Mr Brendan Clare, Ms Nicola Shadbolt and Ms Janet Reid 805; Competitiveness of the Beef Agri-Business Chain in Brazil; Decio Zylbersztajn and Claudio A. Pinheiro Machado Filho 817; Limitations for Efficiency within the Beef Agrifood Chain in Argentina; Hugo Cetrangolo, Manuel Carlevaro and Sandra Fernandez 829; Creating Value Independently of Integrated Hog Channels: The Case of SellPigs; Nicole Leroux, Max S. Wortman, Jr. and Eric Mathias 840; Chapter 10. Supply chain system analysis and inter-organisational information systems; Session A: Supply chain system analysis and design; A Contract Manufacturer goes Lean: How to analyse and develop value streams; Ulla Lehtinen and Margit Torkko 859; A Decision Support System for Value-Added Production in the Mid-Atlantic Wheat Industry; Eluned Jones and Christopher Zobel 870; Gozinto Graphs for Tracking and Tracing: an Approach for Information Systems; C.A. van Dorp, A.J.M. Beulens and G. Beers 883. Logistics Asset Specificity and Information Technology Safeguards in the Food Supply Chain: The Creation of Fourth Party Logistics Networks; Constantine A. Bourlakis and Michael Bourlakis 894; Session B: Inter-organisational information systems; Information and Communication Technologies, Strategic Power and Inter-Organisational Relationships; Vincent Amanor-Boadu, Jacques Trienekens and Sabine Willems 908; The communication vacuum in the wool supply chain - insights from an exploratory study of the Australian apparel wool textile industry; S.C. Champion and A.P. Fearne 919; Quality Information in the Beef Supply Chain; Prof. Jukka Kola, Terhi Latvala, M. Sc. (Agr.) and Anne Vertanen, M. Sc. (Agr.) 928; Market and Logistic Challenges for Small-Scale Farmers -E-Commerce as a Solution to Distribution Challenges in Rural Areas; Roar Amundsveen and Gisle Solvoll 935; Session C: Evaluation of supply chains; Evaluating Supply Chains in the Specialty Grains Market; Todd D. Davis and Allan W. Gray 944; Managerial Evaluation of the Perceptions of Supply Management In the Canadian Chicken Supply Chain; Ms. Marcia Weber, Prof. Francesco Braga and Prof. George Brinkman 954; Personality Traits and Their Effect on Decision Making Processes, Risk Management and the Education of Dairy Farmers in Queensland; David Marchant 966; Poster Presentations; 1: Marketing and Marketing Channels; Market paradoxes and consumer attitudes: the case of the Argentina - Spain beef chain; Julio Penna, Isabel de Felipe and Julian Briz 979; Beef Networks and Marketing in 2010: Opportunities for a New Supplier; Marcos Fava Neves, Claudio Pinheiro Machado Filho, Dirceu Tornavoi de Carvalho and Luciano Thome e Castro 982; Marketing Channels: The Case of Agricultural Inputs in Brazil; Marcos Fava Neves, Luciano Thome e Castro and Rodrigo Teixeira Bombig 988. Trade Policies and Marketing Channels: Perspective of a Brazilian Sugar Producer; Luciano Thome e Castro and Marcos Fava Neves 993; Coordination in Channels of Distribution: The Case of the Orange Juice Industry; Ana Maria do Val and Marcos Fava Neves 997; 2: Quality Managemaent in supply chains/networks; Quality management cooperation in farms and enterprises in the Hungarian food processing industry; Csaba Berde and Miklos Pakurar 1009; Value Added Returns and Risks to End Users in the High Oil Corn Food Chain; Donald W. Larson, David E. Hahn and Malcolm S. Brown 1013; Determinants of Adoption of Quality Management Systems: A Case Study on French Fresh Produce Industry; Zouhair Bouhsina, Jean-Marie Codron and Alberto Hernandez-Sanchez 1017; Comparing Quality Systems on a Different Level: Another Approach; Food safety in the pork chain: from farmer to meat processor; Ing. J. van der Roest and Ir. A.J. Smelt 1021; Total Quality Indicators for the Food Production Chain: Is there a need for more labelling?; Helen Nilsson 1026; 3: Food safety; Impacts of U.S. Food Safety Standards on Guatemalan Horticultural Product; Supply Chains; Juan-Manuel Estrada and Thomas Reardon 1036; Separating GMO and non-GMO supply chains: Conflicts of interest; Ir. J.P.P.F. van Rie 1040; Strategic Response to Food Safety: the Case of Brazilian Beef Exporters; Luciana Marques Vieira and Steve Wiggins 1044; Supermarket Strategies for International Procurement of Fresh Produce:; Seeking Diversity while Assuring Quality and Safety; Dave Weatherspoon, Jack Allen and Tom Reardon 1054; Traceability Cost Components for Meat; Cristina Mora and Davide Menozzi 1065. 4: Case studies (1); The Hungarian Pig Sector and Meat Industry - Changes in the '90ies; Balazs Toth and Adrienn Karko 1069; Relationships, Configuration and Coordenation: The South Brazilian Wine Chain Case; L.M. Martins 1070; Contracting in the Finnish seed potato market; Jussi Tuomisto 1080; Enterprise Logistics - A Case Study in Brazil; A.L. Machado, L.S. Almeida and A.C. Santos 1086; Fruitful: An Integrated Supply Chain Information System for Fruit Produce Between South Africa and The Netherlands; Dr Roger Demkes, Dr Esbeth van Dyk, Anneke Polderdijk and Frik Cilliers 1090; 5: Case studies (2); New Evidence of Seasonal Price Transmission in Soybean International Market; Eduardo Luiz Machado and Mario Antonio Margarido 1095; Influence of Information Strategies on Consumers' Choices:; The Utilization of Nutritional Aspects; Flavia Mori Sarti Machado and Eduardo Luiz Machado 1099; Energy Use in Food Production Chains: The Consequences of Reduction Strategies; P.W. Gerbens-Leenes, S. Nonhebel and H.C. Moll 1103; Organizing R&D and Managing Innovation: Implications for Investment in Agricultural Biotechnology R&D in Mexico.; Mariano A. Escobedo Avila and Thomas L. Sporleder 1107; Evolution of Supply Chains on the German and Dutch Meat Industry and Future Implications for Their Members; Michael Kagerhuber and Erik Visscher 1114; Critical control of dew point in the chain reduces risk of Botrytis; Niek Botden and Olaf van Kooten 1121; 6: Analysis and design of supply chains/networks; Sequential De-Bottlenecking of Organic Food Chains: A System-Dynamical Approach to Growth Design; Dr. Hans Schepers 1124; Success Factors in Food Chain Management: A Method to Measure; J. Jamhari, S. Pochtrager and W. Schiebel 1129. A Conceptual Framework for Assessing Relationships in Value Networks; Alan McDermott and Dr Neels Botha 1136; Transparency in chains and networks: a research orientation; Edwin Coomans, Adrie Beulens, Jacques Trienekens and Kees-Jan van Dorp 1142; 7: Human Capital; An Assessment of Developing the Human Capital in Supply Chains; Across Borders and Cultures in U.S. and Russia and CIS Government Programs; Dr. Eric P. Thor, S.A.M., Dr. Pavel Sorokin, Natalia Usmanova, Dr. Olga Panteleeva and Rodica Evtuhovici 1147; USDA Doctoral Fellowships in Management and Marketing; Michael Boland, Lori Oleen, and Shauna Call 1152; Author Index 1159; Keyword Index 1163.