Internationalization Strategy of Farmer Groups in the Export Value Chain of Elaeocarpus Ganitrus Seeds

Aris Sunandes; Sudarmiatin Sudarmiatin; Heri Pratikto

doi:10.55927/ajabm.v5i2.47

Authors

Aris Sunandes Universitas Negeri Malang
Sudarmiatin Sudarmiatin Universitas Negeri Malang
Heri Pratikto Universitas Negeri Malang

DOI:

https://doi.org/10.55927/ajabm.v5i2.47

Keywords:

Internationalization Strategies, Global Value Chains (GVC), Farmer Groups

Abstract

This study aims to analyze the internationalization strategies of farmer groups in integrating Elaeocarpus ganitrus seeds into the global export value chain. A qualitative approach with a case study design was employed, focusing on a farmer group in Kedemangan Village. Data were collected through in-depth interviews, observation, and documentation, and analyzed using thematic analysis involving open coding, categorization, and theme development. The findings identify four main themes: multichannel marketing, the role of diaspora as market agents, digital communication in trust-building, and the dynamics of production capacity. The results reveal that internationalization evolves organically through the utilization of diaspora networks and digital technologies to overcome market access constraints. Diaspora actors function as strategic intermediaries bridging information gaps and fostering trust with international buyers. Digital communication enhances transparency and product credibility, while the farmer group demonstrates emerging capabilities in maintaining quality and supply consistency. From a Global Value Chain perspective, upgrading processes are primarily limited to product and process improvements, with minimal engagement in higher value-added functions. This study contributes to the literature on community-based internationalization by highlighting the critical role of social networks in global market integration and offers practical implications for strengthening the capacity of farmer groups.

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