As a result, importers may seek other supply channels. In the long-run, the lack of contract discipline diminishes the ability of the chain to maintain optimal levels of investment, and in particular to support strategic areas of business development. Overall, the ability of the sector to compete efficiently on global markets is undermined, and marketing risks are increased along the whole food chain, including the farm level. Such activities may include research, information collection, analysis and dissemination, technical assistance, advice, insurance, generic product promotion, etc.