engleski

The apple industry in Croatia : a value chain analysis approach

This paper explores the performance of the apple value chain in Croatia and defines conditions necessary to generate value added. The value chain concept was applied to a selected case, combined with SWOT analysis and FAO methodology in constructing the apple balance sheet. Available statistical data were combined with primary data obtained from interviews and a questionnaire. The findings of this paper indicate that the Croatian apple value chain is inefficient, with individually profitable actors, but overall it cannot be the real source of significant value added creation in actual circumstances, without profitable apple production. Investing in apple processing industries and infrastructure can increase value addition, feasable only if advanced technologies and equipment are utilised and high value products produced. For efficient domestic resource exploitation, a long-term programme must be undertaken systematically. Actors should engage into co-operative inter-firm arrangements, while the government should excersise a transparent and long-term agricultural policy.

value chain analysis; competitive advantage; value addition; co-operation and development strategy

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