Abstract
The main objective of this article is to conduct a systematic review within the rice sector's agri-business productive chain, focusing on aspects related to the decision-making process, innovation environments, competitiveness, and methodologies for measuring performance and differentiation. The article emphasizes the importance of the agribusiness and the need for a systemic approach to addressing challenges encountered within the production chain. It highlights that pursuing competitiveness can lead to reducing production costs and adding value, and gaining competitive advantages through differentiation strategies. Within the context of the rice sector, the significance of rice is highlighted as one of the most widely cultivated cereals globally, with significant social, economic, and environmental impacts. However, fluctuations in global rice prices can result in undesirable effects. Therefore, new strategies are needed to add value to products and expand consumption beyond the conventional markets.Given this context, the article contributes to the literature by identifying the decision-making processes applied in these agroindustries, as well as addressing aspects related to innovation environments, competitiveness, and methodologies for measuring performance and differentiation.
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