Home   >   CSC-OpenAccess Library   >    Manuscript Information
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
Volume - 3   Issue - 2    |    Publication Date - April 2012  Table of Contents
Fruits and Vegetables, Business Competitiveness, Pricing, Single Market, Business Alliances
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.
CITED BY (1)  
1 Mortan, M., Ratiu, P., Suciu, L. E., & Veres, V. (2012). The potential and limits of the fruits-vegetables sector in Romania. Competitiveness of Agro-Food and Environmental Economy, 1(2012), 150.
1 Google Scholar 
2 CiteSeerX 
3 refSeek 
4 Scribd 
5 SlideShare 
6 PdfSR 
A. Turek-Rahoveanu (coord), “Analiza filierei sectorului legume fructe in Romania”, 2nd Ed., Cartea Universitara, (2009).
C. Stoate, A. Báldi, P. Beja et al “Ecological impacts of early 21st century agricultural change in Europe – A review”, Journal of Environmental Management, 91(1): 22-46, 2009.
D. Neven, T. Thomas Reardon, “Modal Choice in International Alliances between Producers of Horticultural Products”, Department of Agricultural Economics, Michigan State University, East Lansing, 2002.
EUROSTAT (2009), Farm Structure Survey in Romania, Statistic in Focus, nr. 80 [online] Available at: http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-SF-09-080/EN/KSSF- 09-080-EN.PDF [Accessed 11 December 2011]
EUROSTAT (2012) Agriculture databases [online] Available at: http://epp.eurostat.ec.europa.eu/portal/page/portal/agriculture/data/database/ [Accessed 21 March 2012].
FAOSTAT (2012), [online] Available at: http://faostat.fao.org/site/567/default.aspx#ancor/ [Accessed 10 January 2012].
ISMEA (2011) database [online] Available at: http://www.ismea.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/132 [Accessed 30 May 2011].
K. Dehnen-Schmutz, O. Holdenrieder, M.J. Jeger, M. Pautasso, “Structural change in the international horticultural industry: Some implications for plant health”, Scientia Horticulturae, 125(1): 1-15, 2010.
K. Lock, R.D. Smith et al. “Health, agricultural, and economic effects of adoption of healthy diet recommendations”, 376(9753): 1699-1709, 2010.
L.A. Rábade, J.A. Alfaro, “Buyer–supplier relationship's influence on traceability implementation in the vegetable industry”, Journal of Purchasing and Supply Management, 12(1): 39-50, 2006.
Magazinul Progresiv (2011) Studiu ISRA, No. 5/2011, [online] Available at: http://www.magazinulprogresiv.ro/articol/2110/ [Accessed 28 May 2011].
National Statistics Institute of Romania (INSSE) (2011), Anuarul Statistic 2010, chapter XX [online] Available at: http://www.insee.ro/ [Accessed 10 November 2011].
National Statistics Institute of Romania (INSSE) (2011), General Agricultural Census in Romania/ Recensamantul General Agricol [online] Available at: http://www.insee.ro/ [Accessed 21 November 2011].
National Statistics Institute of Romania, “Buletin statistic de preturi/Price statistic bulletin, Price Indices for main agricultural products”, pp. 63-64 (2011).
R. Duffy, A. Fearne, “Partnerships and Alliances in UK Supermarket Supply Networks. in “Food Supply Chain Management”, M.A. Bourlakis, P.W.H. Weightmanp, Blackwell Publishing Ltd., pp. 136-152 (2007).
Mr. Codrin Chiru
Bucharest Academy of Economic Studies - Romania
Dr. Grazia Calabro
Faculty of Economics University of Messina Messina, Italy - Italy

View all special issues >>