Assessing transaction costs to describe supply chain relationships in agri‐food systems

Marketing systems for fresh food products are frequently analysed in the economics and marketing literature, most often either in terms of a quantitative model reflecting some policy or environmental concern, or in terms of a simple description of the shape and size of the system. Considers explicitly the nature of the relationships at each level of a marketing system, using methods derived from the transaction cost and marketing literatures. The methods focus on simple evaluations of transactions at each level of a system, and are applied to the marketing system for a fresh product from Egypt to the UK.