Globalisation, combined with structural adjustment (economic deregulation, market liberalisation, privatisation of public enterprises, etc.), have together created a new macroeconomic context in the past decade in Argentina. In this new context, the food market has undergone profound changes, requiring producers, processors, and distributors to carry out co-ordination and integration of the supply chain. To meet the new rules of the game, firms have had to adapt their production, processing, logistical, and marketing structures to the specifications of consumer demand (Kinsey and Senauer, 1996). This has brought change in marketing systems, in particular the rapid rise of supermarkets and hypermarkets at the expense of traditional retailers and small, full-service shops. AC Nielsen Argentina (1999) shows that in 1984, over the whole country, supermarkets had 27%, modern self-service ('convenience') stores 17%, and traditional shops 56% of food retailing. By 1990, the shares were 34%, 21%, and 44%, respectively; and by 1999 supermarkets had 58%, while traditional stores had only 19%