Strategic study of total innovation management and its relationship with marketing capabilities in palm conversion and complementary industries

Neda Baniasadi,Davoud Samari,Seyyed Jamal Farajollah Hosseini,Maryam Omidi Najafabadi

doi:10.1186/s13731-021-00179-z

Abstract

Given the role and importance of processing and complementary industries in preventing waste from agricultural products, the establishment of such industries can be considered as one of the most appropriate solutions for agricultural development. For this purpose, the data were collected for data processing and complementary industries in the fields of packing, pricing, customer orientation, in south of Iran. Method: According to the goals and assumptions, descriptive–analytical research and its survey method is a survey. According to the Cochran formula, 155 people are involved in marketing, packaging and processing of palm in Kerman province. To answer the research questions, SPSS software and AMOS software were used to analyze the results. Findings "Indigenous Knowledge in packing”. Using communication tools in marketing impact of customer-orientation approach are Top Priorities in "marketing Date". The "packaging" factor is the most important factor in the marketing development of date conversion and complementary industries.

Highlights

The agri-food system is “the way in which people organize themselves, in space and in time, to obtain and consume their food”
Since the date industries of Kerman province has not been able to reach the world markets in the field of marketing, packing and processed products, this paper examines the development of date processing and complementary industries with an emphasis on comprehensive innovation management
The results of the present study showed that there is an obvious weakness in the marketing of date processing-complementary industries throughout the study area, using new methods can address these shortcomings

Summary

Introduction

The agri-food system ( called food system) is “the way in which people organize themselves, in space and in time, to obtain and consume their food”. According to FAO (HLPE, 2014), a food system gathers all the elements (environment, people, inputs, processes, infrastructures, institutions, etc.) Today, all the components of the agri-food systems are concerned by a huge need for innovation to reach sustainability (Tilman & Clark, 2015). The food industry in Iran is one of the important and influential industries in the economy, which will undoubtedly face many changes with the globalization of the economy and increasing competitiveness. In such a situation, to maintain the position and to create the value-added for customers and maintain them, food companies are forced to create competitive advantages for themselves and they try to maintain and develop these advantages (Food Industry Strategy Plan, 2016)

Methods

Results

Conclusion