engleski

The Apple Industry in Croatia: A Value Chain Analysis Approach

The paper explores the performance of the apple value chain in Croatia. It defines the conditions that must be satisfied if an increased value added is to be generated. A case was selected to outline and evaluate the performance of the apple value chain. The case is representative due to companies selected, interviewed and analysed. It was combined with SWOT analysis and FAO methodology in constructing the apple balance sheet. Available statistical data were combined with primary data, obtained from 15 informal in-depth interviews with professionals including 11 site-visits. The questionnaire was carried out at each stage of the apple value chain. The findings of this paper indicate that the Croatian apple value chain is inefficient. Although there are individually profitable actors, the value chain itself cannot be the real source of significant value added in existing circumstances. Since all actors are price takers the only feasible profitability and value added opportunity comes from cost reduction, accomplished by investment in new technology, innovation and training. In order to use domestic resources more efficiently, it is necessary to systematically implement a long-term programme with proper actions by both government and comapnies.

value chanin analysis; competitive advantage; value added; co-operation; development strategy

nije evidentirano