Such thinking is implemented through value chain management. As Bonney et al. (2007) argue, the characteristics of value chain management are the pursuit of a shared vision through aligned strategies, structures and processes, based on trust, open communication, a commitment to continuous improvement, an understanding of what consumers value in the product, and a clear focus on creating that value throughout the chain. This results in mutual benefits from the creation, realisation and flow of value along the chain. Such strategic alignment along a chain requires a common strategy amongst the main partners, and its execution across key functions (Gattorna, 2006; Fearne et al., 2008).