Retailers and technology-driven innovation in the food sector

Lars Esbjerg · Steve L. Burt · Hannah Pearse · Viviane Glanz-Chanos

45 citations0/0 files storedBritish Food Journal

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Consumer Market Behavior and Pricing Consumer Retail Behavior Studies Consumer Attitudes and Food Labeling

Abstract

Purpose – The purpose of this paper is to investigate the role that retailers play in innovation in the food sector. Design/methodology/approach – Analysis is based on interviews with retailers and food suppliers from Belgium, Denmark and the UK. Findings – The findings show that in different ways retailers act both as caretakers of consumer interests and as barriers to innovation. Retailers are not interested in new technologies per se, but whether new technologies and the products made using them provide clearly identifiable benefits to consumers. These products must carry minimum risk for the retailer and there is a clear need for benefits to be communicated in commercial rather than technological terms to both retailers and consumers. Research limitations/implications – The main limitation is that the study is based on interviews with retailers and suppliers in three countries. Practical implications – Food suppliers developing new products based on novel technologies need to identity and communicate clear benefits to consumers if their products are to be adopted by grocery retailers. Originality/value – This paper extends the understanding of the important role that retailers play in the diffusion of new innovative food products, services and technologies to consumers.

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References

2019Diffusion of Innovations 1 1978Patterns of Industrial Innovation 1999Interviewing for Social Scientists 1981The Buying Center: Structure and Interaction Patterns 2002Corporate Branding, Retailing, and Retail Internationalization 2010From the retail brand to the retail‐er as a brand: themes and issues in retail branding research 2001Retail Product Management: Buying and Merchandising 1998Buying center research and business marketing practice: meeting the challenge of dynamic marketing

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