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Niche strategy and international growth: Comparing Puerto Rico and Corsica SMEs in the Specialty food industry

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  • Karen L. Orengo-Serra
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    The difficulty of accessing resources easily and the organizational structure of small and medium enterprises (SM Es) partially explain how the niche market strategy has become the gateway to international markets. The niche market for specialty gourmet and luxury products has been flourished worldwide, where SM Es have been successfully positioning. This strategy has not yet been addressed in the context of businesses operating on small island economies. This study aims to identify and to compare elements within the niche strategy as managerial tool for the internationalization of SM Es from Puerto Rico and from Corsica. In this study, emphasis was placed on the combined use of a Qualitative methodology and content analysis approach for case studies. Findings suggest that product origin, quality, and differentiation are some elements emerging from the niche market strategy adopted by firms for international expansion.

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    Article provided by FrancoAngeli Editore in its journal ECONOMIA AGRO-ALIMENTARE.

    Volume (Year): 17 (2015)
    Issue (Month): 3 ()
    Pages: 57-88

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    Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2015-003004
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    1. Brent Hueth & Maro Ibarburu & James Kliebenstein, 2007. "Marketing Specialty Hogs: A Comparative Analysis of Two Firms from Iowa," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 29(4), pages 720-733.
    2. Yves Doz, 2011. "Qualitative research for international business," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 42(5), pages 582-590, June.
    3. Chartes Vellutini, 2004. "Les aides de l'Etat à la Corse sont-elles efficaces ?," Revue Française d'Économie, Programme National Persée, vol. 18(3), pages 189-227.
    4. John G Knight & David K Holdsworth & Damien W Mather, 2007. "Country-of-origin and choice of food imports: an in-depth study of European distribution channel gatekeepers," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(1), pages 107-125, January.
    5. Coviello, Nicole & Munro, Hugh, 1997. "Network relationships and the internationalisation process of small software firms," International Business Review, Elsevier, vol. 6(4), pages 361-386, August.
    6. Nicole E Coviello, 2006. "The network dynamics of international new ventures," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 37(5), pages 713-731, September.
    7. Raynolds, Laura T., 2004. "The Globalization of Organic Agro-Food Networks," World Development, Elsevier, vol. 32(5), pages 725-743, May.
    8. Teuber, Ramona, 2007. "Geographical Indications of Origin as a Tool of Product Differentiation : The Case of Coffee," Discussion Papers 33, Justus Liebig University Giessen, Center for international Development and Environmental Research (ZEU).
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