2022
DOI: 10.1108/jadee-11-2021-0307
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Growing from the South in the seed market: Grupo Don Mario

Abstract: PurposeThe authors aim to draw lessons for research and policy from an exception(nal) case of a firm's international expansion in the seed market: Grupo Don Mario, a company originally from Argentina that supplies 20% of the soybean varieties used in the world. The authors describe the processes of expansion of the company, identify key features of its internationalisation, marketing and technological strategy and capabilities, and discuss implications for research and policy and questions for future research.… Show more

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Cited by 5 publications
(2 citation statements)
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“…Seed sector has high degree of dynamism and uncertainty [ 81 ]. Farmers exhibit a strong reliance on traditional varieties and are more hesitant to engage in experimentation with newer alternatives [ 82 ].…”
Section: Discussionmentioning
confidence: 99%
“…Seed sector has high degree of dynamism and uncertainty [ 81 ]. Farmers exhibit a strong reliance on traditional varieties and are more hesitant to engage in experimentation with newer alternatives [ 82 ].…”
Section: Discussionmentioning
confidence: 99%
“…Despite the crucial role of agrodealers in distributing the products, seed companies need to invest in promotion (Rutsaert and Donovan, 2020), rather than only incentivizing agrodealers to sell the products. Further, the technological capacities of seed JADEE 14,4 companies need to be strengthened to thrive as seed is a highly dynamic and uncertain sector (Marin et al, 2022). Farmers employing direct marketing with wholesalers can purchase quality seed at low prices.…”
Section: Jadee 144mentioning
confidence: 99%