How can the Cypriot potato industry sustain itself within the current local, EU and global marketplace?

My research investigates the strategic connections between product management and marketing to sustain the Cypriot potato industry within the current local EU and global marketplaces. Facing dynamic market forces, European regulatory changes and evolving consumer demands, this study aims to strengthen the industry's sustainability and competitiveness. Using qualitative data gathered from interviews with market experts and growers of various scales, the research highlights the enduring marketing practices and strategic initiatives fundamental for enhancing the industry's sustainability. My research is focused on sustaining the Cypriot potato industry encompassing a comprehensive review of literature, research methodology, project activity, findings, and recommendations. Key findings suggest that while 'Fresh Cypriot Potatoes' have traditionally been marketed similarly over the past fifty years, significant changes such us a dramatic decrease in growers’ numbers and potato quantities necessitate a revaluation of current strategies. The research aims to address unexplored aspects and provide valuable insights, focusing on practical improvements in product management and marketing to counter challenges focused on three major findings: the European everchanging regulations, marketing insufficiency and rising customer expectations. Through reframing the problem, my research did more than just alter the interpretation of the data; it also revolutionized the research approach itself. By improving perception and critical thinking to a higher level, my research identified gaps, overlaps, and potential areas for further exploration, and helped me set the stage for actionable recommendations that are both innovative and aligned with broader sustainability goals. My findings reveal the industry’s crucial challenges, including climate change, water scarcity, production costs, and inadequate agricultural practices, impacting sustainability and sales. My research offers strategies and insights into managing these issues and achieving sustainable growth, emphasizing proactive regulation measures, dynamic marketing and customer focused strategy. My research not only contributes to the theoretical landscape by addressing gaps in current literature but also proposes actionable insights and strategic recommendations aimed at strengthening the industry's market position and sustainability via direct input to the industry via my professional position as general Director of the biggest exporting organisation for the last 20 years.

Level dc:type.qualificationlevel

DProf thesis

Grantor dc:publisher.institution

Middlesex University

Year dc:date.issued

2023

Author dc:creator

• Anastasiou, C.

Identifier

oai:repository.mdx.ac.uk:193qv0

OAI identifier oai:identifier

oai:repository.mdx.ac.uk:193qv0