Influencing Aspects for Online Sales: An Analysis of 2nd-degree Olive Cooperative Societies in Spain
Enrique Bernal Jurado, Domingo Fernández Uclés, Adoración Mozas Moral, Raquel Puentes Poyatos
Keywords:
second-degree cooperatives; olive oil; e-commerce; fuzzy set qualitative
comparative analysis (fsQCA).
Abstract:
Spain occupies an important strategic position in the olive oil world market, accounting for
49.92% of world production and 71.49% of European Union production for the 2020-2021
season. These data reveal a situation of leadership and marked specialization which, however,
does not translate into real benefits for the sector. Despite this leadership on the supply side,
the Spanish olive oil sector has been characterized by the sub-standard marketing of its oils,
mainly in bulk. In this context, information and communication technologies (ICTs) in general
and the Internet in particular are tools with the potential to restructure the commercial
functioning of the sector. This paper addresses the problem of the necessary market orientation
of the Spanish olive sector, focusing attention on e-commerce as a means of access to the final
market. Thus, the aim of this study is to identify the key factors that can stimulate a higher level
of online invoicing by the sector's second tier cooperatives. In order to achieve this objective,
qualitative comparative analysis (QCA) has been used. The results indicate that online sales are
affected, in a high percentage, by several factors, including online reputation, management
training and internationalization, as well as the offer of ecological products and the degree of
cooperative integration.
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 Influencing Aspects for Online Sales: An Analysis of 2nd-degree Olive Cooperative Societies in Spain [PDF file] [Filesize: 222.88 KB]
 10.7441/joc.2023.04.07
Jurado, E.B., Uclés, D.F., Moral, A.M. & Poyatos, R.P. (2023). Influencing Aspects for Online Sales: An Analysis of
2nd-degree Olive Cooperative Societies in Spain. Journal of Competitiveness, 15(4), 112-133. https://doi.org/10.7441/joc.2023.04.07
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