This study examined the fit in perceptions regarding key success factors for competitiveness among high, medium and low performing entrepreneurs; and the compatibility of producers’ competitiveness expectations with market (millers) expectations. Methodology: A Case Study Approach as the major research strategy complemented by a Survey. The purpose of the research was to contribute towards emerging Global Value Chain (GVC) theory building. Results:. Quantitative data shows that high, medium and low producers concurred on key competitiveness factors; entrepreneurial traits e.g., personal involvement, productivity e.g., quality reliability, and financial e.g., cash flow. Competitiveness f
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