Publicação
The competitive advantage of low sugar fruit juice
| Resumo: | Excessive sugar intake increases the risk of diet-dependent diseases, and the main technologies currently used to reduce sugar in beverages are membrane filtration and enzymatic enhancement, with some uncertainty about the true competitiveness of new technologies that use enzyme immobilization to degrade sugar. Therefore, the aim of this study was to assess whether low-sugar fruit juices using new technologies could provide a competitive advantage in the fruit juice market. We used a qualitative analysis approach while applying the VRIO model, interviewed 20 employees working in beverage companies, processed and analyzed the data, and came up with the result that low-sugar fruit juices using the new technology can gain a temporary competitive advantage. Now we can conclude that low-sugar juices are a source of temporary competitive advantage, but because they are perceived as valuable and rare, they lead to temporary competitive advantage. Therefore, organizations should implement their strategies as soon as possible to maintain their competitiveness and market position. |
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| Autores principais: | Zhiyong Song |
| Assunto: | Low sugar juice competitive advantage Temporary competitive advantage Modelo VRIO - VRIO Framework Valor -- Value Rare Not imitation Organizational Vantagem competitiva de suco de baixo açúcar Vantagem competitiva temporária Raro Não imitação Organizacional |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Excessive sugar intake increases the risk of diet-dependent diseases, and the main technologies currently used to reduce sugar in beverages are membrane filtration and enzymatic enhancement, with some uncertainty about the true competitiveness of new technologies that use enzyme immobilization to degrade sugar. Therefore, the aim of this study was to assess whether low-sugar fruit juices using new technologies could provide a competitive advantage in the fruit juice market. We used a qualitative analysis approach while applying the VRIO model, interviewed 20 employees working in beverage companies, processed and analyzed the data, and came up with the result that low-sugar fruit juices using the new technology can gain a temporary competitive advantage. Now we can conclude that low-sugar juices are a source of temporary competitive advantage, but because they are perceived as valuable and rare, they lead to temporary competitive advantage. Therefore, organizations should implement their strategies as soon as possible to maintain their competitiveness and market position. |
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