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Mervärden som konkurrensmedel

affärsmodeller och kompetenser för framgångsrika mervärdesstrategier

Fernqvist, Fredrik and Karlsson, Ove and Sadovska, Vira (2018). Mervärden som konkurrensmedel. Uppsala: (LTJ, LTV) > Department of Work Science, Business Economics, and Environmental Psychology (until 2020), Sveriges lantbruksuniversitet. SLU Future Food Reports ; 2

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This report describes how Swedish agricultural firms may work with value adding as a strategy, and how it might affect their profitability and competitiveness. It discusses what competencies are needed to succeed with value adding strategies and identifies what particular measures in improving the industry’s competencies could be taken to help agricultural firms to increase profitability and competitiveness with added value.

A variety of value adding activities

The report shows several different ways to work with added value, including changes in product properties, production methods, changes in identity of the products. There is also a dimension that regards the relationship between producer and customer through, for example, alternative distribution channels, of communication, or to adjust production to customer needs. Different types of added values are often combined. implying that there is rarely only one single added value offered to the consumer.

Value adding strategies Firms may have different value adding strategies. These are reflected in the firms’ business models, which covers aspects on both the customer and the production side and the configuration of the value offer towards customers.

Successful value adding strategies are characterized by that the firm:

• has identified a particular part of the market (a niche) with low competition • focuses on one or few customer segments and/or distribution channels
• keeps a high product quality
• has effective production processes, good organisational and managerial competencies
• has well developed collaborations with other actors
• has market and marketing knowledge
• has strong relations with their customers
• has a strong identity and a brand that is associated with positive values
• has persistence in the process to adapt to a value adding strategy

Firms do not need all these conditions fulfilled to be successful from a profitability perspective, but they are vital pre-requisites for the success.

Activities to strengthen competencies in agricultural firms Competencies and capabilities in management, organisation and strategic focus is important to implement a successful value adding strategy. So are resources such as access to competent co-workers and physical resources, market and marketing knowledge, and the capability to, in an effective way, transform inputs into outputs. Generally, the firms in the study have very good knowledge in production, but request increased knowledge in management and organisation, as well as within market and marketing. Recommendations of measures on how to increase competencies on working with value adding strategies in agricultural firms are suggested.

Authors/Creators:Fernqvist, Fredrik and Karlsson, Ove and Sadovska, Vira
Title:Mervärden som konkurrensmedel
Subtitle:affärsmodeller och kompetenser för framgångsrika mervärdesstrategier
Series Name/Journal:SLU Future Food Reports
Year of publishing :2018
Number of Pages:116
Place of Publication:Uppsala
Publisher:SLU Future Food, Sveriges lantbruksuniversitet
Associated Programs and Other Stakeholders:Z - SLU - Library > Odla mera
ISBN for electronic version:978-91-576-9606-9
Publication Type:Report
Article category:Other scientific
Full Text Status:Public
Agris subject categories.:Q Food science > Q01 Food science and technology
X Agricola extesions > X70 Economics and management
Subjects:(A) Swedish standard research categories 2011 > 4 Agricultural Sciences > 401 Agricultural, Forestry and Fisheries > Food Science
Keywords:mervärden, lönsamhet, konkurrenskraft, mervärdesstrategier, landsbygdsprogrammet, kompetensutveckling
Permanent URL:
Alternative URL:https://www.slu.se/globalassets/ew/org/centrb/fu-food/forskning/rapporter/future-food-reports-2-web.pdf
ID Code:16019
Faculty:LTV - Fakulteten för landskapsarkitektur, trädgårds- och växtproduktionsvetenskap
Department:(LTJ, LTV) > Department of Work Science, Business Economics, and Environmental Psychology (until 2020)
Deposited By: SLUpub Connector
Deposited On:15 Mar 2019 12:08
Metadata Last Modified:19 Aug 2020 23:57

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