engleski

Analysis of the olive oil supply chain in Croatia

As some previous researh indicates „organizations nowadays no longer compete as independent entities, but as chains“ (Christopher, 1998, Lambert and Cooper, 2000). Being part of a well-performing chain is crucial for the future of Croatian producers of olive oil because they often do not have the financial and/or organizational ability to act independently on the market. The main objective of this study was to analyze the situation in the supply chains of olive oil in Croatia. The survey was conducted with 30 chain members (including 10 olive suppliers, 10 olive oil producers and 10 customers - triads). Firstly, olive oil producers were selected for interviews. During the interviews, each olive oil producers was asked to identify the most important suppliers and customers, which are then forwarded the questionnaire according to their role in the supply chain. The analysis showed that the key problems in supply chains of olive oil are delayed payments, non-compliance with the payment deadlines, low wholesale prices of olive and olive oil, high cost of logistics, poor communication and information sharing. Use of unfair trade practices (exploitative contracts, high rebates, short delivery deadlines, return of unsold goods) is most common in the relationship between olive oil producers and their customers (supermarkets) that have a stronger bargaining power in chain. The results show/indicate that there is a need to raise awareness about the positive impacts of cooperation and integration of all stakeholders in the supply chain in order to improve their competitiveness. The present paper contributes to the existing literature by providing empirical evidence about the Croatian olive oil market.

Supply chains; triads; olive oil; Croatia

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