Title: Perceptions on differentiation strategies for horticultural products marketing in North America: a qualitative analysis of managerial lessons

 

Author: Carlos Demaret-Carvalho; Rajagopal

 

Addresses:
EGADE Business School, Instituto Tecnológico y de Estudios Superiores de Monterrey – ITESM, Calle del Puente, 222, Col. Ejidos de Huipulco, CP: 14380, Delegación Tlalpan, Distrito Federal, México
EGADE Business School, Instituto Tecnológico y de Estudios Superiores de Monterrey – ITESM, Calle del Puente, 222, Col. Ejidos de Huipulco, CP: 14380, Delegación Tlalpan, Distrito Federal, México

 

Journal: Int. J. of Business Competition and Growth, 2015 Vol.4, No.3/4, pp.152 - 168

 

Abstract: Conducting an empirical research through in-depth qualitative interviews during a practitioner agribusiness congress in Irapuato, Mexico, the authors have identified strategies of product differentiation from different members of the Mexican export horticultural industry and discuss the continuous and proactive use of private agrifood standards as a mean to create innovative and sustainable competitive advantages from the lower levels of the supply chain, despite the idea that it is difficult to introduce strategies of differentiation when the members of the chain are far from the consumers.

 

Keywords: product differentiation; marketing; agribusiness; private standards; horticultural products; certification; competitive advantage; USA; United States; differentiation strategies; Mexico; agrifood standards.

 

DOI: http://dx.doi.org/10.1504/IJBCG.2015.075277

 

Available online 09 Mar 2016

 

 

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