Knowledge sharing structure of agricultural products: Case of kokuzoyuzu (citrus)

Shintarou Mori, Akane Matsumae, Yukari Nagai

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Agricultural products in rural areas are developed mainly for urban consumers. However, consumers often find themselves forced to make purchase decisions based on only price information and appearance of products, lacking the necessary contextual knowledge about products. Furthermore, in Japan, it is becoming increasingly difficult for farmers and primary processors of the food crop to generate sufficient profits, which puts the agricultural production system at risk. Although many studies examine agricultural products’ marketing [1], few focus on its knowledge sharing structure. The authors took an empirical approach to address this problem, focusing on the knowledge sharing structure among stakeholders (farmers, primary processors of the food crop, distributors, and consumers), under the assumption that an intrinsic response to consumer needs would result in reasonable profit for each stakeholder. In the current knowledge sharing structure, only sellers respond directly to needs of consumers, who focus less on products’ intrinsic value. Therefore, the authors implemented the value co-creation process among stakeholders to share contextual knowledge of KokuzoYuzu (Japanese citrus) by making a promotional video and selling it together. This increased its sales unit price, diversified the production area’s impression, and increased interaction between consumers and farmers. This case study empirically indicates that value co-creation has changed the knowledge sharing structure among stakeholders, which increases the shared contextual knowledge about products among stakeholders while improving consumers’ experience and behaviors. These findings will contribute to the development of sustainable agricultural systems.

Original languageEnglish
Title of host publicationProceedings of IDEAS 2019 - The Interdisciplinary Conference on Innovation, Design, Entrepreneurship, And Sustainable Systems
EditorsLuciana Pereira, José Reginaldo Hughes Carvalho, Petter Krus, Magnus Klofsten, Victor Juliano De Negri
PublisherSpringer
Pages335-345
Number of pages11
ISBN (Print)9783030553739
DOIs
Publication statusPublished - 2021
EventInterdisciplinary Conference on Innovation, Design, Entrepreneurship, And Sustainable Systems, IDEAS 2019 - Manaus, Brazil
Duration: Jun 17 2019Jun 19 2019

Publication series

NameSmart Innovation, Systems and Technologies
Volume198 SIST
ISSN (Print)2190-3018
ISSN (Electronic)2190-3026

Conference

ConferenceInterdisciplinary Conference on Innovation, Design, Entrepreneurship, And Sustainable Systems, IDEAS 2019
Country/TerritoryBrazil
CityManaus
Period6/17/196/19/19

All Science Journal Classification (ASJC) codes

  • Decision Sciences(all)
  • Computer Science(all)

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