Agri-food firms’ attitude toward digital data exploitation in the product development

Frau, Moreno and Keszey, Tamara ORCID: (2023) Agri-food firms’ attitude toward digital data exploitation in the product development. Marketing & Menedzsment, 57 (Ksz.). pp. 33-40. DOI

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THE AIMS OF THE PAPER: This paper explores digital data exploitation behaviours and shows how these conducts change according to the data sources used by agri-food firms when developing their products. METHODOLOGY: We adopt an exploratory multiple-case study to provide a theoretical framework for agri-food firms utilising digital data for product development. MOST IMPORTANT RESULTS: The article shows two prominent firms’ behaviours that we labelled data explorers and data receivers and a third behaviour which is a combination of the main ones. RECOMMENDATIONS: This article offers guidelines to support agri-food firms to distinguish how such firms may benefit from the digital transformation by gaining competitiveness improving production efficiency and supporting the development of their products.

Item Type:Article
Uncontrolled Keywords:digital data, digital transformation, food processing, product development
Divisions:Institute of Marketing and Communication Sciences
Projects:Horizon 2020 Marie Sklodowska-Curie grant agreement No 101030185 - FooDization
ID Code:9465
Deposited By: Ádám Hoffmann
Deposited On:26 Oct 2023 11:53
Last Modified:26 Oct 2023 11:53

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