Governance of the global value chain and coordination of local players: Fresh tomato export sector in Morocco and Turkey

摘要

Local players are increasingly integrated into the supply chains of large retailers who are continuously restructuring the scope of their activities within the globalization process. These large retailers, by designing and applying their proper quality standards, expand their impact beyond their national borders and take on the role of leading players in influencing global value chains worldwide. The present article illustrates this evolution through two case studies treating the coordination and reconfiguration of the fresh tomato export sectors in Morocco and Turkey by large European retailers. The global value chain approach serves as the theoretical basis for the study. The authors conclude that local players must adopt collective strategies in order to retain bargaining power when facing key-agents of the global value chains. To do so, they need to continuously upgrade their competence by investing in horticultural development and improving the sanitary quality of their fresh produce.