ASSESSING COMPETITIVENESS IN AGRIBUSINESSES. THE CASE OF HOLIV ECOPLANT

Horatiu Oliviu Buzgau () and Smaranda Adina Cosma ()
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Horatiu Oliviu Buzgau: Faculty of Business, Babes-Bolyai University, Cluj-Napoca, Romania
Smaranda Adina Cosma: Faculty of Business, Babes-Bolyai University, Cluj-Napoca, Romania

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, 2021

Abstract: The strategic position of the agriculture is the result of ensuring the necessary food, health, life. Agribusiness is refereeing to the mutuality between water, air, land, subsoil resources, and more and more efficient technologies. The increasing demands for agricultural products require firm’s competitiveness. The perpetual change of the environment determines agribusinesses to identify and focus on their competitive advantages. This topic becomes an important research area in business strategy. The paper analyses the particularities of the agribusiness ecosystem. The principal purpose of the research is to identify the competitiveness vectors for Romanian agribusiness firms and to determine firm level competitive advantages. An exploratory research was performed using secondary data analysis for marketing macro environment analysis and the case study method to formulate strategies and tactics for improving competitiveness and performance of agribusiness firms. The case of Agrind SA and Holiv Ecoplant is considered, and the competitiveness polygon is developed as an instrument to formulate positioning strategy.

Keywords: agribusiness; competitiveness; competitiveness polygon (search for similar items in EconPapers)
JEL-codes: M31 Q13 (search for similar items in EconPapers)
Date: 2021
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https://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_2_2021.pdf Revised version, 2021 (application/pdf)

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