How to successfully compete in modern export fruit markets? Lessons from a leading export producer in Argentina

Lilia Inés Stubrin, Anabel Marin, Lara Yeyati Preiss and Rocío Palacín Roitbarg

Journal of Agribusiness in Developing and Emerging Economies, 2022, vol. 12, issue 4, 641-655

Abstract: Purpose - The purpose of this paper is to expand the understanding of the type of strategies that can be successful for firms located in the South to get integrated and compete in modern export fruit markets. Design/methodology/approach - To achieve the research purpose of the paper the authors carry out an in-depth case study. They analyze the export strategy of Patagonian Fruits Trade, an Argentinean leading exporter of apple, pear and kiwi. Findings - Results revealed that Patagonian Fruits Trade developed a strategy focused on supplying decommoditization to compete in modern fruit export markets. A key aspect of the firms' business model relies on its capability to meet the demand of high-income markets by providing conventional, organic and biodynamic club varieties. However, the sustainability of the strategy heavily relies on the firm's capability to fund club varieties' licenses and on the firm's ability to negotiate with clients and suppliers. Research limitations/implications - Adopting a case study method limits the generalization of results. However, it provides new insights into the type of export strategies that can be successful in modern fruit markets as well as its main limitations. Originality/value - Results of the study, based on original empirical evidence, shed light on key factors for the integration of Southern fruit producers into modern fruit markets.

Keywords: Argentina; Fruit market; Food supply chain; Club varieties; Apple (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:jadeep:jadee-11-2021-0298

DOI: 10.1108/JADEE-11-2021-0298

Access Statistics for this article

Journal of Agribusiness in Developing and Emerging Economies is currently edited by Anthony N. Rezitis

More articles in Journal of Agribusiness in Developing and Emerging Economies from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().