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Cooperation in coffee markets: the case of Vietnam and Colombia

Maria‐Alejandra Gonzalez‐Perez (Department of International Business, Universidad EAFIT, Medellin, Colombia)
Santiago Gutierrez‐Viana (Department of International Business, Universidad EAFIT, Medellin, Colombia)

Journal of Agribusiness in Developing and Emerging Economies

ISSN: 2044-0839

Article publication date: 25 May 2012

Abstract

Purpose

The purpose of this paper is to present a cross‐country study comparing Colombia and Vietnam, two of the major coffee exporting countries in the world, in terms of their infrastructures, the roles of external shocks, technology adoption at different stages of production, added value, positioning in both domestic and global markets, internationalisation patterns, marketing and branding innovations, regulatory frameworks, and policy environments. This study also explores other aspects linked to production, and marketing strategies that open niche markets such as speciality coffees, and socially‐, labour‐ and environmentally‐responsible trade. Furthermore, it identifies opportunities of cooperation and competition between these two countries.

Design/methodology/approach

Using value chain analysis as primary research method, this paper identifies links and dynamics in the value chains that have been developed in the coffee industry in both countries to improve competitiveness, increase sustainability, and respond to market demands.

Findings

Using value chain analysis, it was found that Colombia and Vietnam produce different types of coffee, and that both have implemented diverse strategies in order to be more competitive in domestic and foreign markets via product differentiation. These differences make explicit room for cooperation between these two countries in an international environment where fierce competition persists.

Originality/value

Cooperation between producing countries is an under‐researched subject. These findings will be useful both for policy makers in coffee‐producing countries and agribusiness researchers.

Keywords

Citation

Gonzalez‐Perez, M. and Gutierrez‐Viana, S. (2012), "Cooperation in coffee markets: the case of Vietnam and Colombia", Journal of Agribusiness in Developing and Emerging Economies, Vol. 2 No. 1, pp. 57-73. https://doi.org/10.1108/20440831211219237

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited