Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 432410
Title Finding uncontested markets for European Fruit and Vegetables through applying the Blue Ocean Strategy
Author(s) Wubben, E.F.M.; Düsseldorf, S.; Batterink, M.H.
Source British Food Journal 114 (2012)2. - ISSN 0007-070X - p. 248 - 271.
DOI https://doi.org/10.1108/00070701211202421
Department(s) Business Management & Organisation
WASS
Publication type Refereed Article in a scientific journal
Publication year 2012
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.
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