Marketing and Supply Chain: Global Scenario

This chapter analyzes the evolving dynamics of global horticultural marketing and supply chains and their implications for achieving remunerative, sustainable, and inclusive agricultural development. It integrates theoretical perspectives from Global Value Chain (GVC) analysis, digital platform governance, climate resilience, transaction cost economics, market orientation, inclusive business models, and Environmental, Social, and Governance (ESG) frameworks to examine how value is created, governed, and distributed among actors. The chapter identifies key structural challenges, including perishability, postharvest losses, compliance costs, digital exclusion, environmental pressures, and persistent power asymmetries. It highlights the transformative role of digital technologies such as platforms, blockchain, and data-driven logistics. Comparative evidence from multiple regions, complemented by case studies of producer organizations, illustrates how institutional contexts, collective action, and market strategies shape upgrading opportunities and value capture. The chapter concludes by outlining strategic pathways to enhance competitiveness, inclusiveness, and resilience in horticultural supply chains, emphasizing coordinated public–private action, institutional strengthening, and equitable digital transformation.