International Competitiveness of Niche Agricultural Products: Case of Honey Production in Serbia

International Competitiveness of Niche Agricultural Products: Case of Honey Production in Serbia

Drago Cvijanović (University of Kragujevac, Serbia) and Svetlana Ignjatijević (University Business Academy in Novi Sad, Serbia)
DOI: 10.4018/978-1-7998-1042-1.ch022

Abstract

The subject of the study is the analysis of honey production in Fruska Gora. Specifically, the authors determine the possibilities of honey production in the monasteries of Fruska Gora and the possibilities of increasing production and its impact on rural development. The chapter introduces the readers to the sector of honey production and sale in the monasteries of Fruska Gora, as well as to the problems related to the procurement of production material, state of marketing, and engagement of human resources. Since the monasteries represent sacred places, honey produced in such an environment can be considered a unique and special product. The authors reveal the factors which have a restrictive effect on the development of the honey sector in a specified geographical area, as well as explore the significance and role of production growth in the economic development of both the sector and the area.
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Background

Most of the studies published internationally deal with the competitiveness of national economies in general and beekeeping sector in particular. There have been few studies related to the analysis of the competitiveness of niche agricultural products, especially the monastery honey as the market niche of honey sector. In Serbia, few authors have explored the significance of monasteries in the spiritual and cultural development of Serbian identity, and when it comes to their empowerment or contribution to the economic development, a number of studies is almost negligible; in fact, there is only few similar studies in the world. As Della Fave and Hillery (1980) stated, it was important that a monastery was economically self-sustainable, with the fact that the economic empire was subordinated to the religious one. Regarding that monasteries exist as the longest intra-national living communities they should offer some valuable traces (monastery products are certainly the examples of such goods).

Key Terms in this Chapter

Rural Area: A sparsely populated area outside of the limits of a city or town or a designated commercial, industrial, or residential center. Rural areas are characterized by farms, vegetation, and open spaces.

Geographical Indication (GI): A name or sign used on products which corresponds to a specific geographical location or origin (e.g. a town, region, or country). The use of a geographical indication, as a type of indication of source, acts as a certification that the product possesses certain qualities, is made according to traditional methods, or enjoys a certain reputation, due to its geographical origin.

Product Differentiation: A marketing process that strives to identify and communicate the unique benefits or qualities of a product compared to its competitors.

Segmentation: A subdivision of a population into segments with similar characteristics, such as age, education, income.

Competitiveness: An ability of a firm or a nation to offer products and services that meet the quality standards of the local and world markets at prices that are competitive and provide adequate returns on the resources employed or consumed in producing them.

Customer Profile: A description of a customer or set of customers that includes demographic, geographic, and psychographic characteristics, as well as buying patterns, creditworthiness, and purchase history.

Market Niche: A small but profitable segment of a market suitable for focused attention by a marketer.

Orthodox Monastery: Monasteries have always been the strongholds of Orthodoxy and bastions of spirituality. Monasteries were built over the course of centuries. As a result, in them emerged an unrepeatable beauty and combination of styles of architectural ensembles, many of which have been entered into UNESCO’s World Heritage List, as their beauty astounds even outsiders.

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