Berry Supply Chain Management: An Empirical Approach

Maria Segovia-Villarreal, Raquel Florez-Lopez and Juan Manuel Ramon-Jeronimo
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Maria Segovia-Villarreal: Department of Business Administration and Marketing. University of Seville, Calle San Fernando 4, 41004 Seville, Spain
Raquel Florez-Lopez: Department of Financial Economics and Accounting, University Pablo of Olavide of Seville, Ctra. Utrera, Km. 1, 41013 Sevilla, Spain
Juan Manuel Ramon-Jeronimo: Department of Financial Economics and Accounting, University Pablo of Olavide of Seville, Ctra. Utrera, Km. 1, 41013 Sevilla, Spain

Sustainability, 2019, vol. 11, issue 10, 1-36

Abstract: The aim of this study is to explore the strategy and supply chain management characteristics of berry-related companies to face the bargaining power unbalance that fosters the European fresh food supply chain; branding-differentiation strategies are particularly explored as mechanisms to create sustainable value for all players along the chain. To this end, a case study is deeply analyzed to find out the different supply chain management mechanisms used by an international berry marketer in order to strengthen the adoption of a commodity differentiation strategy through the creation and positioning of a high-value brand. Data were obtained through 15 semi-structured interviews. Findings suggest that strategic moves towards differentiation and positioning might be bolstered by the development and management of stable relationships with the different members involved in the supply chain. Additionally, supply chain risk-control mechanisms, rather than having a central role in the management of the various members of the chain, turned out to be support mechanisms that work together with corporate identity alignment and inter-organizational trust in order to ensure cooperation toward differentiation and positioning in the market.

Keywords: food fresh berry sector; brand differentiation; supply chain management; supply chain value; alignment; trust; risk (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
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