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The purpose of this research is to segment Pakistani consumers based on their insights and preference towards mango quality and safety attributes and to demographically characterise each segment so that effective value chain (VC) development strategies may be developed.

Factor and cluster analysis were applied to data collected from 400 mango buyers randomly selected from seven different cities in Pakistan.

This empirical study identified four distinct segments of mango consumers in Pakistan. The diversity of consumers' perception was mainly based on four factors: food safety, price and marketing, physical quality and shelf life. Based on their demographic characteristics and preferences for product attributes, the identified consumer segments can be classified as “traditional consumers,” “safety-conscious consumers,” price and market-sensitive consumers,” quality-sensitive consumers” and “perfect consumers.” This knowledge is useful to develop mango VCs that target specific consumer segments based on their chain level abilities and aspirations.

This study offers actors of mango VCs an enhanced understanding of consumer segments based on their perceived preferences towards the quality and safety attributes of mangoes, which would help VC actors design and develop business strategies that deliver value specific to each consumer segments. Findings of this study could also be useful to policy makers to design extension strategies that promote food safety and quality standards in mango VCs. Moreover, this study presents yet another case of consumer segmentation study for VC development in developing countries, adding a stepping stone towards a general VC theory development.

The findings stimulate the momentum of the growing literature, particularly in the developing countries on consumer insights and behaviour toward fruit quality and safety attributes of mangoes.

This study aims to take a whole-of-chain perspective to explore how entrepreneurial orientation (EO) influences collaborative performance in agri-food value-chains through enhancing the acquisition of knowledge.

Data were collected through a survey of 233 actors, including farmers, intermediaries and retailers in one beef cattle value-chain in the Central Highlands, Vietnam. Structural equation modeling was used to test hypotheses.

The actors’ level of EO within a value-chain is positively associated with collaborative performance within the beef value-chain. Additionally, knowledge acquisition partially mediates the relationship between EO and collaborative performance.

Generalizability is limited because of sampling constraints.

To the best of the authors’ knowledge, this is the first study of EO from a whole-of-chain perspective in agri-food value-chains in an emerging economy and has implications for policymakers and agri-food marketers.

Within the past 20 years hiking and backpacking have enjoyed rapid growth among Americans as favorite outdoor activities. From 1965 to 1977 the number of hikers almost tripled, from 9.9 million to 28.1 million, while national forest visitor days among hikers and mountaineers increased from 4 million in 1966 to 11 million in 1979. Accompanying this growth in interest has been a boom in books about the sport. These include both “how‐to‐do‐it” volumes and guides to specific geographical areas. Each year brings another spate of books, yet to this compiler's knowledge no bibliography of hiking guides to the Rocky Mountains, one of North America's premier outdoor regions, has yet been attempted. This bibliography is an effort to correct that situation.

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

The decision of the Wolverhampton Stipendiary in the case of “Skim‐milk Cheese” is, at any rate, clearly put. It is a trial case, and, like most trial cases, the reasons for the judgment have to be based upon first principles of common‐sense, occasionally aided, but more often complicated, by already existing laws, which apply more or less to the case under discussion. The weak point in this particular case is the law which has just come into force, in which cheese is defined as the substance “usually known as cheese” by the public and any others interested in cheese. This reliance upon the popular fancy reads almost like our Government's war policy and “the man in the street,” and is a shining example of a trustful belief in the average common‐sense. Unfortunately, the general public have no direct voice in a police court, and so the “usually known as cheese” phrase is translated according to the fancy and taste of the officials and defending solicitors who may happen to be concerned with any particular case. Not having the general public to consult, the officials in this case had a war of dictionaries which would have gladdened the heart of Dr. JOHNSON; and the outcome of much travail was the following definition: cheese is “ coagulated milk or curd pressed into a solid mass.” So far so good, but immediately a second definition question cropped up—namely, What is “milk?”—and it is at this point that the mistake occurred. There is no legal definition of new milk, but it has been decided, and is accepted without dispute, that the single word “milk” means an article of well‐recognised general properties, and which has a lower limit of composition below which it ceases to be correctly described by the one word “milk,” and has to be called “skim‐milk,” “separated milk,” “ milk and water,” or other distinguishing names. The lower limits of fat and solids‐not‐fat are recognised universally by reputable public analysts, but there has been no upper limit of fat fixed. Therefore, by the very definition quoted by the stipendiary, an article made from “skim‐milk” is not cheese, for “skim‐milk” is not “milk.” The argument that Stilton cheese is not cheese because there is too much fat would not hold, for there is no legal upper limit for fat; but if it did hold, it does not matter, for it can be, and is, sold as “Stilton” cheese, without any hardship to anyone. The last suggestion made by the stipendiary would, if carried out, afford some protection to the general public against their being cheated when they buy cheese. This suggestion is that the Board of Agriculture, who by the Act of 1899 have the legal power, should determine a lower limit of fat which can be present in cheese made from milk; but, as we have repeatedly pointed out, it is by the adoption of the Control system that such questions can alone be settled to the advantage of the producer of genuine articles and to that of the public.