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Volume 14, No. 1, June
201
5
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S
mall
F
irm
S
pecialisation
in
G
lobal
V
alue
C
hains
:
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E
vidence from
the
C
ut
F
lower
I
ndustry
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Maureen Benson-Rea
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Department of
Management and International Business,
University of Auckland
Business School, New Zealand
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Christina Stringer
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Department of Management
and International Business,
University of Auckland
Business School,
New Zealand
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Abstract
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This is an exploratory
study of challenges for small niche producers in the
cut flower global value chain (GVC). The study
involves interdisciplinary analysis of differentiation
strategies to improve positioning and identifies the
role of owner-entrepreneurs, innovation, and risk as
factors lacking in GVC analysis.
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Key words
:
SMEs
;
export marketing
;
GVCs
;
cut flower industry
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JEL classification
:
F23
;
L7
;
M16
;
O13
;
Q17
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