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Differentiation strategies in agribusiness – A configurational approach

Research output: Contribution to journalArticlepeer-review

Esteban R. Brenes, Luciano Ciravegna, Joseph Acuña

Original languageEnglish
Pages (from-to)522-539
Number of pages18
JournalJournal of Business Research
Accepted/In press1 Jan 2020
PublishedOct 2020

King's Authors


This paper uses a configurational perspective to examine high perceived value differentiation strategies of agribusiness in Latin America. Relying on information collected through interviews and a survey conducted with 200 firms, we explore the elements of the differentiation strategies adopted by the firms in this empirical context. We apply fsQCA to uncover asymmetric, complex causality. The findings provide interesting insights for scholars and practitioners alike, illustrating the strategic initiatives that the surveyed firms pursue to obtain higher perceived value than their competitors.

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