Abstract
The design of a decision support system for entrepreneurs in the functional food industry is discussed. The functional food industry comprises a new type of business, which has mainly emerged as a result of consolidation forces in the pharmaceutical and the food industries. New businesses are characterised by their unstable structure, high risks, a large number of key players, and fast development. These circumstances emphasise the role of partnering: food companies need the R&D know-how of pharmaceutical companies in order to develop value added products, and pharmaceutical producers of nutrients need food companies in order to access markets of scale. The objective of the decision support system is to help pharmaceutical and food companies to understand the dynamics of the functional food industry and to access key information on producers of nutrients (or foods) with specific health benefits. The theoretical perspectives of the paper are drawn on theories of learning, networking, strategic management, and decision support.
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