Effects of value addition strategies on competitive advantage of cashew products processed in south-east zone, Nigeria

Abstract

Value addition has gained wide application as a strategy for achieving a competitive advantage in a large-scale enterprise. However, not much is known on how value addition strategies have been used by small-scale agro-entrepreneurs to achieve competitive advantage. Consequently, this study analyses the effects of value addition strategies on the competitive advantage of cashew products processed in the South-East zone, Nigeria. A cross-sectional survey design involving a structured questionnaire was used to generate data from 353 randomly selected respondents from the South-East zone, Nigeria. The findings showed quality improvement strategy and packaging strategy have both significant and positive effects on the competitive advantage of value-added cashew products. The study concludes that quality improvement and packaging strategies are effective for achieving a competitive advantage in a cashew processing enterprise. It is recommended that the government should initiate training programmes for processors on the application of strategies for enhancing quality improvement and innovative packaging to ensure sustainable competitive advantage from value-added cashew products.