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In October 1995, a food storekeeper in Espoo, Finland, received an offer to rent the fruit and vegetable department of the store and run it as a shop within a shop. The storekeeper is wondering whether he should take the offer, if his main supplier Kesko objected to the decision, and how much rent he could ask from the entrepreneur or if any other type of agreement was better. This case is an extremely useful vehicle of discussion for students in entrepreneurial programs to illustrate the multiplicity and relativeness of the independence of an entrepreneur in a vertically integrated marketing channel.