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Pricing Strategies and Business Alliances – A Comparative Integrated Study of the Fruits and Vegetables Markets from Italy and Romania
Codrin Chiru, Grazia Calabro
Pages - 80 - 89 | Revised - 15-03-2012 | Published - 16-04-2012
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KEYWORDS
Fruits and Vegetables, Business Competitiveness, Pricing, Single Market, Business Alliances
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.
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Mr. Codrin Chiru
Bucharest Academy of Economic Studies - Romania
icchiru@yahoo.com
Dr. Grazia Calabro
Faculty of Economics University of Messina Messina, Italy - Italy
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