Market Orientation and Performance of Agro-Food Value Chains in Developing and Emerging Markets : The Case of Maize, Teff, and Beans Seed Supply Chains in Ethiopia

High quality seed is the basis for the sustainable increase of agricultural production and reduction of poverty. However, there is a substantial gap between the production of and farmers demand for seeds in Ethiopia. Yet, we do not sufficiently understand the mismatch between supply and demand for seed. One important reason is the lack of or the limited systematic studies on market orientation (MO) and performance in complex chains (seed supply systems) in D&E markets