Articles
THE FRUIT GROWERS’ PERCEPTION OF COMPETITIVE PERFORMANCE OF THE SLOVENE FRUIT GROWING INDUSTRY
Article number
536_37
Pages
321 – 330
Language
Abstract
The Slovene fruit growing industry reflects weaknesses that are revealed through domestic and foreign trade patterns.
To scrutinise the problem of competitiveness, the exploratory research on the perception of the competitive performance was designed by means of SWOT analysis.
By the field survey, carried out in 1999, the managers of the firms and the co-operatives, the members of the Slovene Fruit Growing, were asked to do asses strengths and weaknesses of their business, as well as opportunities and threats to it.
At first, the frequency distributions of the answers were examined to assess location and variability of every respondent and of each variable.
Then, homogeneity of the cases and the differences between them were observed by cluster and discriminate analysis.
As strengths prevail over weaknesses and threats over opportunities, the perception of competitive position of Slovene fruit growers may be summed up into the statement, “An efficient fruit grower in the hostile environment”. Yet, cluster and discriminant analysis showed a high degree of heterogeneity of perceptions of competitive performance.
Moreover, product management and marketing were found out to be discriminant functions, and an “we-you” attitude within the managerial teams was detected, too.
Therefore differences within managerial teams, as well as poor communication between internal and external factors of competitiveness lead to the conclusion that the key strategic issues are how to improve the managerial profile in fruit growing firms and how to manage strengths to avoid threats.
To scrutinise the problem of competitiveness, the exploratory research on the perception of the competitive performance was designed by means of SWOT analysis.
By the field survey, carried out in 1999, the managers of the firms and the co-operatives, the members of the Slovene Fruit Growing, were asked to do asses strengths and weaknesses of their business, as well as opportunities and threats to it.
At first, the frequency distributions of the answers were examined to assess location and variability of every respondent and of each variable.
Then, homogeneity of the cases and the differences between them were observed by cluster and discriminate analysis.
As strengths prevail over weaknesses and threats over opportunities, the perception of competitive position of Slovene fruit growers may be summed up into the statement, “An efficient fruit grower in the hostile environment”. Yet, cluster and discriminant analysis showed a high degree of heterogeneity of perceptions of competitive performance.
Moreover, product management and marketing were found out to be discriminant functions, and an “we-you” attitude within the managerial teams was detected, too.
Therefore differences within managerial teams, as well as poor communication between internal and external factors of competitiveness lead to the conclusion that the key strategic issues are how to improve the managerial profile in fruit growing firms and how to manage strengths to avoid threats.
Authors
K. Vadnal
Keywords
fruit marketing, competitiveness, Slovenia
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