Can genetically modified foods be considered as a dominant design?

Abstract

Purpose – Technology influences market growth and productivity, and the food industry has seen major technological and productivity method changes in recent years. The debate on genetically modified (GM) food, in particular, has been led on multiple levels in both Europe and North America. Studies to date have described the structural differences between the North American and European regulatory agencies as reasons for differing attitudes towards GM foods. The purpose of this paper is to establish a conceptual framework that puts forward a systemic view on the interconnections between corporate marketing strategies (i.e. tool makers), public policies (i.e. rule makers), and science (i.e. fact makers) when a dominant design emerges in the food industry.Design/methodology/approach – This paper begins by describing the fundamental elements of the dominant design concept and the actor‐network theory (ANT). This is followed by the presentation of levers that permit the emerging agrifood dominant design to be ...