A framework for evaluating market readiness and bottlenecks for an emerging crop

Purpose A structured decision-support approach is used to assess market readiness and bottlenecks where data are limited, providing a transferable framework for evaluating developing markets for emerging crops.Methodology We identify critical nodes in an emerging markets through supply chain perspective. Primary data from key informant interviews and survey results are incorporated in a hybrid fuzzy Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) approach to provide an evidence-based foundation for prioritizing outreach and communication strategies.Findings Demonstrated with the case of Florida finger limes, the analytical framework used in this study has broad relevance for evaluating emerging sectors where market data is limited. It is a structured and replicable approach for translating stakeholder perceptions into decision-support information that can help extension professionals identify bottlenecks and prioritize activities.Practical Implications Stakeholder insights can be prioritized into concrete next steps when market data are limited. The approach helps identify which audiences and topics to engage first and how to align outreach so that production capacity and emerging demand evolve together.Theoretical Implications: Linking the Hierarchy of Effects model to fuzzy multi-criteria decision-making is a structured way to rank “readiness” among market sectors and to prioritize extension action when data are scarce.Originality/Value A transferable decision-support framework using stakeholder perception data and hybrid fuzzy TOPSIS to evaluate supply chain bottlenecks helps advance market development for emerging crops.