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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.

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.

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.

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.

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.

The authors aim to draw lessons for research and policy from an exception(nal) case of a firm's international expansion in the seed market: Grupo Don Mario, a company originally from Argentina that supplies 20% of the soybean varieties used in the world. The authors describe the processes of expansion of the company, identify key features of its internationalisation, marketing and technological strategy and capabilities, and discuss implications for research and policy and questions for future research.

This is a case study. The paper uses quantitative and qualitative information collected from existing datasets and documents and new information from open ended interviews. This study method is exploratory.

First, new entrants from emerging economies should and can adopt an unique technological and marketing approach that distinguish them from incumbents to be able to overcome entry barriers in global concentrated markets. Second, technological capacities need to be complemented with regulatory and political to succeed in highly dynamic, uncertain and regulated sectors like seeds.

Policies oriented to support business from emerging countries in highly dynamic sectors need to consider technological alternatives.

Grupo Don Mario is a case of great interest since it expanded in a period in which the global seed market concentrated massively through an unprecedented process of mergers and acquisitions, which involved the disappearance of hundreds of independent seed companies.