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Pricing Strategies and Business Alliances – A Comparative Integrated Study of the Fruits and Vegetables Markets from Italy and Romania

Author

Listed:
  • Codrin Chiru

    (Bucharest Academy of Economic Studies, Romania)

  • Grazia Calabro

    (Faculty of Economics University of Messina Messina, Italy, Italy)

Abstract

This paper aims to analyze the fruits and vegetables market landscape and reveal the major differences in this industry between Italy and Romania, and make a comparative review of the influence of several key business drivers (e.g. natural factors, farm structure, demographics, cultivated area, production and yield values) on price levels in the above mentioned countries. Assuming that the price level is a key purchasing driver and also that profitability of fruits and vegetables growers is a pending competitive issue in the European Union, especially at small and medium sized producers’ level, this paper concludes that producers should focus on obtaining higher yields, enlarging farm sizes, strengthening the actual producer organizations and establishing new associative forms, capable to increase their negotiation power with retail chains and local authorities. They should also focus their strategies in becoming more competitive by accessing the latest agro-food technologies and implementing stronger trade initiatives.

Suggested Citation

  • Codrin Chiru & Grazia Calabro, 2012. "Pricing Strategies and Business Alliances – A Comparative Integrated Study of the Fruits and Vegetables Markets from Italy and Romania," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 3(2), pages 80-89, April.
    • Handle: RePEc:aml:intbrm:v:3:y:2012:i:2:p:80-89
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    References listed on IDEAS

    as
    1. Alfaro, José A. & Rábade, Luis Arturo, 2006. "Buyer-supplier relationships influence on traceability implementation in the vegetable industry," DEE - Working Papers. Business Economics. WB wb060502, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
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    More about this item

    Keywords

    Fruits and Vegetables; Business Competitiveness; Pricing; Single Market; Business Alliances;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

    Statistics

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