Competitive strategies in the agri-food industry in Italy during the COVID-19 pandemic: an application of K-means cluster analysis

Purpose: This paper aims at understanding how companies in the agri-food are reconfiguring their competitive strategies to face the coronavirus disease 2019 (COVID-19) pandemic. Literature has focused mainly on the effect of the pandemic on the supply chain or in its value chain but little has been said on the competitive strategies adopted to overcome the challenges posed by COVID-19 pandemic. Design/methodology/approach: The study was conducted on Italian companies operating in the agri-food industry from May to September 2020, following a mixed method approach. First, a focus group with experts in competitive strategy and agri-food industry has been organized to identify the most important challenges that companies are facing. Second, through a structured questionnaire, data from 123 companies operating in the agri-food industry were gathered and analyzed with K-means clustering method. Findings: Four clusters of companies were identified, each implementing different strategies to face the COVID-19 pandemic: “the cost fanatics”, “the brand focused”, “the sales centered” and “the strategists”. Furthermore, it was possible to identify new trends in competitive strategies to increase the added value that the Italian agri-food industry can provide to the customer. Originality/value: The paper answers to the need for an investigation of the competitive strategies that agri-food companies have put in place to face the COVID-19 pandemic; moreover, it provides insights on how companies are adapting themselves to this rapidly changing environment. From a managerial point of view, it gives practitioners and managers useful insights on the different strategies that companies are undertaking to maintain a competitive advantage.