Nowadays food products are increasingly produced in supply chain networks that involve numerous firms. Due to their pyramidal-hierarchical structure, such networks possess a focal company that coordinates the network. The managerial task of the focal company is to work out collective strategy that addresses cooperation and coordination problems at the firm, dyadic and network levels. These strategies must take into account that at each level specific goals must be achieved. Though the focal company is a strategy setting unit that sets network goals, other network actors may perceive these goals as firm-level goals of the focal company. Therefore, conflicts may occur in supply chain networks.