..., analyzing how these factors can be used as leverage in decision-making and suggesting a framework tool. Findings As a result, nine factors were identified as drivers to stimulate competitiveness, bringing insights to structure actions in times of crisis to support agribusiness. Research limitations...

.... The effect of marketing channels also encumbers the consumers, which are beyond this study. Other studies are expected to highlight the consumer side. Originality/value This study focused on smallholder agribusiness players. This study uses two surveys as data sources: market survey and producer survey...