Fiji's furniture and joinery industry: a case study

Abstract

This article discusses the state of Fiji's furniture and joinery industry, its position in world markets, and the strategies its firms employ in entering global markets, including the technologies used. Data are based on a survey sample of 69 firms. The two predominant strategies are product differentiation through frequent design changes, advertising and, in one instance, green marketing; and cost minimisation through vertical integration and the use of modern technology, including computer and numeric controlled machinery. Policies for export promotion are also discussed. Show more