Building Brand Equity and Consumer Trust Through Radical Transparency Practices

Veselinova, Elena; Samonikov, Marija Gogova

doi:10.4018/978-1-5225-2417-5

Cited by 2 publications

(1 citation statement)

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“…Radical transparency describes an organisation's efforts, actions, and approaches that drastically increase the openness of an organisation's processes and data (Sifry, 2011). Veselinova and Samonikov (2017) state that this approach follows from the principle of being a values-driven company, achieving harmony with natural and social environments and a more meaningful workplace. They conclude that implementing radical transparency thereby creates brand equity and parallel value for both the consumers and the organisation.…”

Section: Innovation As Value Creationmentioning

confidence: 99%

Discover. Develop. Deliver. An investigation of innovation processes and systems within New Zealand's red meat industry

Fortune¹

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New Zealand’s red meat industry faces challenges of the evolving alternative proteins sector, emerging consumer trends, and environmental concerns, all of which drive innovation. A hybridised lens of design thinking, systems thinking, and regenerative thinking was used to investigate the innovation processes and systems within New Zealand’s red meat industry. The case studies selected centred on the emerging relationship between Silver Fern Farms (a meat processor) and the Food Design Institute at Otago Polytechnic (a culinary educational institute that undertakes new product development as part of their curriculum) in the innovation space. Incremental innovations were found to be the primary output of the Silver Fern Farms’ stage-gate innovation process. Meanwhile, the Food Design Institute’s design thinking innovation process leads to more creative and radical innovations. Maintaining a competitive advantage requires the proactive response to the drivers listed above and the consideration for designing radical innovations. Several opportunities were identified for Silver Fern Farms and New Zealand’s red meat industry in general to maximise the co-creation of value for themselves, consumers, and socio-ecological systems. The majority of opportunities identified employ collaboration with other industries and organisations, especially those that utilise different frameworks and have expertise in niche markets. Opportunities include pathways for creating radical innovations and strategies for responding to the challenges.

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Section: Innovation As Value Creationmentioning

confidence: 99%