An analysis of market diversification strategy and commercial competitiveness in the cocoa bean exporting companies
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Jose Carlos Montes Ninaquispe 
, Diego Alejandro Ludeña Jugo , Julio Ernesto Blas Sanchez, Luis Edgardo Cruz Salinas , Marilú Trinidad Flores Lezama , Rafael Martel Acosta , Ida Blanca Pacheco Gonzales , María de los Ángeles Guzmán Valle
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
The research aimed to analyze the competitiveness and diversification of Peru’s cocoa bean exports. The main issue revolves around the need to avoid market concentration, which could lead to price dependency, and the importance of maintaining high competitiveness to ensure the continuity and leadership of exports. To this end, two key indicators were used: 1) the Herfindahl-Hirschman index (HHI), widely used in various studies, and 2) the revealed comparative advantage (RCA) indicator to evaluate competitiveness. The findings indicate that Peru maintains a competitive position in markets such as Malaysia, Indonesia, and Mexico, albeit with some variability. Additionally, it is noted that the Netherlands, Germany, Malaysia, and the United States (US) are the main importers of cocoa, with fluctuations in their import volumes. The research concludes that although Peru has achieved a comparative advantage in several markets, it is crucial to focus on improving production quality and efficiency, as well as diversifying markets to mitigate risks associated with price volatility. The relevance of the article lies in its contribution to understanding market dynamics and formulating strategies that enhance the competitiveness and diversification of Peru’s cocoa sector, ensuring its economic and social sustainability.
Keywords: International Business, Globalization, Developing Countries, Cacao, Competitiveness, Market Diversification
Authors’ individual contribution: Conceptualization — J.C.M.N.; Methodology — J.C.M.N., D.A.L.J., I.B.P.G., and M.d.l.A.G.V.; Investigation — J.C.M.N., D.A.L.J., L.E.C.S., M.T.F.L., and M.d.l.A.G.V.; Writing — J.C.M.N., J.E.B.S., and I.B.P.G.; Supervision — J.C.M.N., R.M.A., and M.d.l.A.G.V.; Project Administration — J.C.M.N. and M.d.l.A.G.V.
Declaration of conflicting interests: The Authors declare that there is no conflict of interest.
JEL Classification: F1, F5, F6
Received: 18.04.2024
Accepted: 21.01.2025
Published online: 24.01.2025
How to cite this paper: Montes Ninaquispe, J. C., Ludeña Jugo, D. A., Blas Sanchez, J. E., Cruz Salinas, L. E., Flores Lezama, M. T., Martel Acosta, R., Pacheco Gonzales, I. B., & Guzmán Valle, M. d. l. A. (2025). An analysis of market diversification strategy and commercial competitiveness in the cocoa bean exporting companies. Corporate & Business Strategy Review, 6(1), 178–186. https://doi.org/10.22495/cbsrv6i1art17
