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grower investment structure ownership auction product marketing asset agent member market greenery value co-operative chain transaction management decision association quality right governance governance structure farmer model production organisation contract vtn /the greenery incentive information problem vegetable party activity ownership structures power shapley value relationship board fruit change ownership structure integration bargaining retailer system price interest shapley control cooperative agent 1 supply stage wholesaler number function economic figure theory processor strategy reason attribute surplus process choice agrifood dutch processing customer brand decision-making market conditions section auction clock distribution producer supplier