The Novades tool: A new twist in the animal feed industry? Exploring adoption characteristics of innovative technology in the sales environment of the animal feed industry: A qualitative study

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2022-07-07
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en
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Abstract
The aim of this study was to gain insight into the innovation process in the traditional animal feed industry. Therefore, the drivers and barriers that affect the adoption of the innovation have been researched, in an exploratory way. In addition, the role of co-creation in this role is investigated. This study was a case-study, where an online purchase tool that an organization wanted to launch on the market was used to investigate the concepts. This study conducted in-depth interviews with respondents, where there was asked about the drivers and barriers for innovation adoption, and where respondents were able to participate in a co-creation process. This study demonstrated that co-creation plays a role in innovation adoption. Because co-creation was possible to apply in the research process and respondents could participate, adoption barriers could be removed and respondents’ interest in the tool increased. They were then more inclined to use the innovative purchase tool. For further research, a larger sample size and a quantitative analysis would be beneficial for generalizing the findings.
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Faculteit der Managementwetenschappen
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