Acceso usuarios
Clara Belén Martos Martínez, Marta Muñoz Guarasa, Juan Antonio Parrilla González
Olive oil is one of the most important products in the Spanish agri-food sector, with Spain accounting for 50 percent of world production. Despite Spain’s leadership in global olive oil production, the sector faces significant challenges in commercialization, both domestically and abroad. This highlights the need to implement more effective international marketing strategies. This article therefore focuses on analysing the key internationalization actions of the Spanish olive oil industry. To that end, the Qualitative Comparative Analysis (QCA) method is used, applying the fuzzy set approach (fsQCA). The results show that for companies in the sector to internationalize they must: (1) have objective knowledge of the market and experience of other internationalization processes; (2) create international networks through relationships with prescribers, chefs and commercial distributors; (3) the founder must be innovative, proactive, proactive, have the autonomy and competitive aggressiveness to offer innovative products, and have commercial units abroad. It is also found that attending international trade fairs is not a key strategy for internationalization.
