Building an aligned and committed value chain

Most food & agribusiness stakeholders (entrepreneurs in particular) agree that it is not only difficult to innovate new products and technology, but also to realize its true market potential. A lack of market and/or supply partnerships, i.e. a robust and committed value chain, is often cited as the reason for the failure to achieve this potential. The key objective of this research is to understand the necessary elements needed for building a committed value chain and to suggest an approach to realize them. Our research shows that partnerships which combine the four key elements of aligned objectives and incentives and shared responsibilities and information are most likely to realize a committed value chain. The research further provide guidelines to developing these elements and achieving committed chains in practice. Finally, we demonstrate the relevance of the suggested approach using two real-life business cases; the first one is a business success story with a committed value chain, while the other is a story of a failure due to the lack of a committed chain