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Finding uncontested markets for European fruit and vegetables through applying the Blue Ocean Strategy

Finding uncontested markets for European fruit and vegetables through applying the Blue Ocean... Purpose – The purpose of this paper is to discover an uncontested market space in the European fruit and vegetables industry (EFVI), and thereby assess the ex‐ante applicability of the Blue Ocean Strategy of Kim and Mauborgne. Design/methodology/approach – The search for an untapped market space made it necessary to first configure the logic of the Blue Ocean Strategy, which the authors coined the BOS‐framework. Next, the application to the EFVI required a two‐stage research strategy, namely desk research with six case studies, and a large survey. Findings – The findings confirm that the Blue Ocean Strategy‐framework enables one to identify ex ante an untapped market space, characterized by the combination of sweeties' attributes with fresh fruit. The revolutionary untapped market space which the authors arrived at is “Youngfruit”, targeted at the new buyer group children and teenagers. Originality/value – The research provides important insights in future key success factors to set oneself apart from competitors and change the rules of the game in the very competitive EFVI. Furthermore, this paper is (one of) the first to assess empirically the qualities and limitations of the Blue Ocean Strategy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Finding uncontested markets for European fruit and vegetables through applying the Blue Ocean Strategy

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070701211202421
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to discover an uncontested market space in the European fruit and vegetables industry (EFVI), and thereby assess the ex‐ante applicability of the Blue Ocean Strategy of Kim and Mauborgne. Design/methodology/approach – The search for an untapped market space made it necessary to first configure the logic of the Blue Ocean Strategy, which the authors coined the BOS‐framework. Next, the application to the EFVI required a two‐stage research strategy, namely desk research with six case studies, and a large survey. Findings – The findings confirm that the Blue Ocean Strategy‐framework enables one to identify ex ante an untapped market space, characterized by the combination of sweeties' attributes with fresh fruit. The revolutionary untapped market space which the authors arrived at is “Youngfruit”, targeted at the new buyer group children and teenagers. Originality/value – The research provides important insights in future key success factors to set oneself apart from competitors and change the rules of the game in the very competitive EFVI. Furthermore, this paper is (one of) the first to assess empirically the qualities and limitations of the Blue Ocean Strategy.

Journal

British Food Journal – Emerald Publishing

Published: Feb 10, 2012

Keywords: Markets; Fruits; Vegetables; Europe; Food industry

References

  • Creating new markets through service innovation
    Berry, L.L.; Shankar, V.; Parish, J.T.; Cadwallader, S.; Dotzel, T.
  • Buyer Power and Competition in European Food Retailing
    Clarke, R.; Davies, S.; Dobson, P.; Waterson, M.
  • Draft Report on Fair Revenues for Farmers: A Better Functioning Food Supply Chain in Europe
    Committee on Agriculture and Rural Development
  • Fruits and vegetables: global trade and competition in fresh and processed product markets
    Diop, N.; Jaffee, S.M.
  • The Essence of Competitive Strategy
    Faulkner, D.; Bowman, C.