International Journal of Business and Economics Volume 14, No. 1 June, 2015

Small Firm Specialisation in Global Value Chains : Evidence from the Cut F lower Industry

Maureen Benson-Rea

Department of Management and International Business, University of Auckland Business School, New Zealand

Christina Stringer

Department of Management and International Business, University of Auckland Business School, New Zealand

Abstract

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.

Keywords：SMEs, export marketing, GVCs, cut flower industry.

JEL Classifications：F23, L7, M16, O13, Q17.

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