Soft Fruit Sector in Croatia- Agribusiness Management Video Supported Case Study

Abstract

Goal of the paper is twofold: value chain analysis of soft fruit sector in Croatia and to present use of soft fruit sector analysis in agribusiness management education by support of video material.
Creation of value chain map and quantification of the chain is described. SWOT analysis is shaped and it is basis for endorsement of strategies for soft fruit trade on the EU and World market.
During work on soft fruit sector analysis interviews with seven stakeholders were filmed. Films were edited and clips arranged. Workbook was also created. Video material together with the workbook constitutes the case study on soft fruits sector analysis.
Main purpose of the case study is to serve as a tool for teaching students (preferably MSc level) value chain analysis in the limited data environment. It could also serve, with some modification, in preparing students to design interviews and in interviewing process.
Paper has been developed on the framework of the joint project between Wageningen UR Centre for Development Innovation and University of Zagreb Faculty of Agriculture and financed by the Netherlands government.