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The Economics of Chocolate$
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Mara P. Squicciarini and Johan Swinnen

Print publication date: 2016

Print ISBN-13: 9780198726449

Published to Oxford Scholarship Online: March 2016

DOI: 10.1093/acprof:oso/9780198726449.001.0001

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Belgian Chocolate Exports

Belgian Chocolate Exports

Quality and Reputation versus Increased Competition

(p.363) 18 Belgian Chocolate Exports
The Economics of Chocolate

Filip Abraham

Zuzanna Studnicka

Jan Van Hove

Oxford University Press

This chapter explores a data set covering all Belgian chocolate exporters from 1998 till 2010, and assess how their international competitiveness is affected by the quality of chocolates and competition faced in foreign markets. Findings indicate Belgian chocolate exporters are diversified, both in terms of the markets they serve and the products they export. The chapter highlights one aspect of competitiveness, that is, export duration, measured by the number of years a particular export spell is active. It is found that chocolate export relations are short, but slightly longer than other export spells. This evidence supports the view that exports of high-quality, culture-related goods last a relatively long time. Chocolate export survival is positively affected by a firm’s size, geographical differentiation, and chocolate export variety. Chocolate exports last longer on markets where Belgian exporters face tougher competition. This indicates that the quality and reputation of Belgian chocolates compensate for increased competitive pressure.

Keywords:   Belgian chocolate, competition, export duration, exports, quality

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