A comparative study of dates export supply chain performance: the case of Oman and Tunisia

Purpose The purpose of this paper is two‐fold. First, is to apply the benchmarking approach to the dates export supply chain (DESC) in Oman and Tunisia (taking Tunisia as a benchmark) to identify gaps in the organizational and operational structures of the DESC in the two countries. Second, is to utilize the information generated to put forward recommendations to improve Omani DESC. Design/methodology/approach Four benchmarking dimensions are developed, each dimension with a number of key performance indicators (KPIs). The KPIs are then used in the benchmarking exercise. Findings Results show that Tunisia is performing better than Oman in all the four dimensions. Originality/value The study enables the readers and the stakeholders to gain some valuable insights in the subject matter. A careful analysis of the findings should enable Oman policy makers and stakeholders to produce an industry action plan to correct the gaps and take the lead.