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Farm Differentiation Strategies and Sustainable Regional Development


  • Branko Mihailović

    (Institute of Agricultural Economics, Volgina 15, 11 000 Belgrade, Serbia)

  • Ivana Radić Jean

    (CIRAD, Agricultural Research for Development, Avenue Agropolis, 34398 Montpellier, CEDEX 5, France)

  • Vesna Popović

    (Institute of Agricultural Economics, Volgina 15, 11 000 Belgrade, Serbia)

  • Katica Radosavljević

    (Faculty of Economics, Kamenička 6, 11 000 Belgrade, Serbia)

  • Biljana Chroneos Krasavac

    (Faculty of Economics, Kamenička 6, 11 000 Belgrade, Serbia)

  • Aleksandra Bradić-Martinović

    (Institute of Economic Sciences, Zmaj Jovina 12, 11 000 Belgrade, Serbia)


The paper examines differentiation business strategies in food production in Braničevo-Podunavlje region (Serbia). The research methodology includes survey research focused on the producers engaged in the production of value-added agricultural products, which have a greater potential for differentiation and branding. A range of survey indicators enable farmers and entrepreneurs of differentiated products to emphasize key success factors, detect barriers, and generate business ideas and innovations. Survey research was conducted in the period December 2018–January 2019, among 67 farmers, legal entities, and unincorporated enterprises−producers of high-quality niche food products in Braničevo–Podunavlje region. Results of the research indicated vegetable and fruit processing, beekeeping, and milk processing as sectors of the most promising value-added food products, including those that form the region’s basket of products. The study’s findings should contribute to the development of differentiated business models in the food sector and strengthening their role in smart regional development.

Suggested Citation

  • Branko Mihailović & Ivana Radić Jean & Vesna Popović & Katica Radosavljević & Biljana Chroneos Krasavac & Aleksandra Bradić-Martinović, 2020. "Farm Differentiation Strategies and Sustainable Regional Development," Sustainability, MDPI, vol. 12(17), pages 1-19, September.
  • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:7223-:d:408512

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    References listed on IDEAS

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    2. Marc Dressler & Ivan Paunovic, 2021. "A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation," Sustainability, MDPI, vol. 13(2), pages 1-17, January.

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