Identifying successful strategies for honey value chains in Brazil: a conjoint study

Hugo Santana de Figueiredo Junior (Business Economics Group, Wageningen School of Social Sciences, Wageningen University, Wageningen, The Netherlands AND Department of Accounting, School of Economics, Administration, Actuarial Sciences and Accounting, Federal University of Ceará, Fortaleza, Brazil)
Miranda P. M. Meuwissen (Business Economics Group, Wageningen School of Social Sciences, Wageningen University, Wageningen, The Netherlands)
Ivo A. Van der Lans (Marketing and Consumer Behaviour Group, Wageningen School of Social Sciences, Wageningen University, Wageningen, The Netherlands)
Alfons G. J. M. Oude Lansink (Business Economics Group, Wageningen School of Social Sciences, Wageningen University, Wageningen, The Netherlands)

British Food Journal

ISSN: 0007-070X

Publication date: 4 July 2016

Abstract

Purpose

Development studies rarely measure the impact of value chain strategies on performance. The purpose of this paper is to quantify the perceived contribution of strategies to the performance of three honey value chains in Brazil.

Design/methodology/approach

The value chain structure-conduct-performance (SCP) framework was used to select strategies and two performance indicators, honey production growth and local value-added. In a conjoint study, experts were asked to judge the contribution to the two performance indicators of several hypothetical combinations of value chain strategies.

Findings

According to the experts, adoption of specialised technical assistance, sharing resources at the production step, increase in exports, and organic certification were the strategies which contributed the most to performance. Simulations suggested that some honey value chains could have greatly increased their performance with these higher pay-off strategies.

Research limitations/implications

Quantifying the perceived impact of individual strategies contributes to improved evaluation of development interventions.

Practical implications

Outcomes also show that conjoint analysis is a useful method for policy evaluations in data scarce situations.

Originality/value

The paper combines an extended SCP framework for strategy selection and conjoint analysis for strategy evaluation of value chains.

Keywords

Acknowledgements

The authors would like to thank Nuffic (Netherlands Organization for International Cooperation in Higher Education) for financially supporting the research under grant number CF7568/2011.

Citation

Figueiredo Junior, H.S.d., Meuwissen, M.P.M., Van der Lans, I.A. and Oude Lansink, A.G.J.M. (2016), "Identifying successful strategies for honey value chains in Brazil: a conjoint study", British Food Journal, Vol. 118 No. 7, pp. 1800-1820. https://doi.org/10.1108/BFJ-01-2016-0026

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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