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

Lilia Inés Stubrin (Research Centre for Transformation (CENIT), Economics and Business School (EEYN), National University of San Martin (UNSAM), National Research Council for Scientific and Technical Research (CONICET), Ciudad de Buenos Aires, Argentina)
Anabel Marin (Institute of Development Studies, Brighton, UK)
Lara Yeyati Preiss (Research Centre for Transformation (CENIT), Economics and Business School (EEYN), National University of San Martin (UNSAM), Ciudad de Buenos Aires, Argentina)
Rocío Palacín Roitbarg (Research Centre for Transformation (CENIT), Economics and Business School (EEYN), National University of San Martin (UNSAM), Ciudad de Buenos Aires, Argentina)

Journal of Agribusiness in Developing and Emerging Economies

ISSN: 2044-0839

Article publication date: 18 April 2022

Issue publication date: 2 August 2022

218

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

Acknowledgements

This work was supported by the Inter-American Development Bank. The opinions expressed in this publication are those of the authors and do not necessarily reflect the views of the Inter-American Development Bank Group, its respective Boards of Directors, or the countries they represent. Authors would like to specially thank the company, Patagonian Fruit Trade, for its willingness to participate on the case study.

Citation

Stubrin, L.I., Marin, A., Yeyati Preiss, L. and Palacín Roitbarg, R. (2022), "How to successfully compete in modern export fruit markets? Lessons from a leading export producer in Argentina", Journal of Agribusiness in Developing and Emerging Economies, Vol. 12 No. 4, pp. 641-655. https://doi.org/10.1108/JADEE-11-2021-0298

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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