Saunders, Caroline M.Dalziel, Paul C.Wilson, Mark M. J.McIntyre, TiffanyCollier, H.Kaye-Blake, William H.Mowat, A.Olsen, T.Reid, John D.2017-08-072016-09-30https://hdl.handle.net/10182/8398This white paper was commissioned by the Our Land and Water National Science Challenge to test the hypothesis that the more collaborative a value chain is, the greater is the value that New Zealand producers, processors and manufacturers in the land and water sector can capture from profiling the desirable ‘credence attributes’ of its production systems (‘the New Zealand story’), targeted at consumer segments. The analysis in this paper draws on the published results of the MBIE-funded research programme, Maximising Export Returns, and a structured literature review based on the keywords “market orientation of value chains” and “food”.74en© Agribusiness and Economics Research Unit. Lincoln University, New Zealand, 2016.value chaincredence attributesmarket orientation of value chainsReportANZSRC::1402 Applied EconomicsANZSRC::1505 Marketinghttps://creativecommons.org/licenses/by/4.0/Attribution