Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs

Wicaksono, Tutur; Nugroho, Agus Dwi; Lakner, Zoltán; Dunay, Anna; Illés, Csaba Bálint

doi:10.3390/joitmc7010091

Cited by 16 publications

(21 citation statements)

References 84 publications

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“…Wicaksono et al also extended the importance of marketing for local agricultural producers towards digital media. In their research, they stressed the general importance of digital media appearance, which is a key to those purchasing agricultural products of short supply chains [60]. In conclusion, scarce research into the innovation habits of Hungarian SMEs during a crisis suggests that while the coronavirus pandemic intensified the risks, earlier crises showed innovation and marketing investment to be a good counter.…”

Section: Discussionmentioning

confidence: 99%

Changes in the Innovation- and Marketing-Habits of Family SMEs in the Foodstuffs Industry, Caused by the Coronavirus Pandemic in Hungary

2022

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The economic specialties caused by the global coronavirus pandemic completely changed everyday life regarding certain sectors. For the small and medium enterprises, processing during the pandemic held several significant challenges, such as: cost-efficient operations, hardship of keeping employees, efficient management of innovation and various corporate activities, keeping the customers, etc. Many enterprises saw severe damages indirectly from the coronavirus pandemic, as society itself had its habits significantly changed, thereby necessitating changes in strategy for small and medium enterprises, most notably for local service providers and producers that have no delivery service. In order to solve the issue at hand, several governments tried applying a variety of solutions—mostly by financing the enterprises in question. The goal of the authors is to understand the current operation of innovation initiatives that small and medium enterprises have post-COVID-19, and to obtain a clear view on changes in marketing habits. Furthermore, the analysis concentrates on the following: the state of family SMEs dealing in foodstuffs, and how to create a future view for such members of the sector by identifying best practices. Using data collected during 2020 and 2021, and employing descriptive statistics and a conjoint analysis, the authors wished to see how the coronavirus pandemic affected SMEs, detect the changes in their marketing and innovation policy due to the pandemic, and help them create core business strategy via consumer feedback. Authors found that SMEs had to innovate by 2021 beyond their 2019 expectations, and that customers had partially validated their endeavors through their answers.

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Section: Discussionmentioning

confidence: 99%

Changes in the Innovation- and Marketing-Habits of Family SMEs in the Foodstuffs Industry, Caused by the Coronavirus Pandemic in Hungary

2022

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“…According to one study [52], between August 2019 and May 2020 in the USA, the sales of local and regional food e-commerce increased by 360%, the number of orders became nearly two times higher, and the average basket size increased by 71%. This pandemic taught the companies that when the customers are forced to change their purchasing behavior they move towards online shopping [53], so they have to be presented online, however, according to [54], regarding the agricultural SMEs, despite of the current digital age, the role of word-of-mouth (WoM) is still crucial.…”

Section: Discussionmentioning

confidence: 99%

The Potential of Digital Marketing Tools to Develop the Innovative SFSC Players’ Business Models

Csordás

Pancsira

Lengyel

et al. 2022

Journal of Open Innovation: Technology, Market, and Complexity

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The traditional global food supply chains are not just complex, but they do not support the sustainability of agriculture. The business models with the greatest growth potential are those that would allow consumers to buy more directly from producers. Before COVID-19, these alternatives were not just popular but had a relatively high market share compared to post COVID-19 era. However, due to the pandemic and the changes in consumers’ purchasing behavior, the players of short food supply chains had to adapt to the new circumstances. This is why business model innovation is nowadays a priority, which means a substantial renewal of the value delivered to customers, and a significant transformation of the processes and activities of the company/network. The study aimed to examine the dynamic innovation through applied digital marketing solutions that could open up new sales channels and increase the competitiveness of the companies involved. Since Austria is one of the “greenest” countries, its consumers are interested in purchasing sustainably, so they strive to buy directly from the producers. This motivates the authors to use its representative sample to investigate how well adapted the Austrian direct sellers are to the unsteady circumstances. Based on a previous research framework, a principal component analysis was applied and the elements defined therein were the variables of non-hierarchical clustering. The used methods highlight the lack of online distribution and marketing of the farmer shops, which could multiply the harmful effects of the pandemic. The classification of the shops demonstrated the generally low share of innovative direct sellers. We conclude that in the new era, businesses that effectively apply open business innovation models will be able to compete in the market.

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“…The relation between the brands and the society is that of a mutual influence. Social media have especially intensified this two-way communication between SME brands and consumers, as the cost for this communication has decreased significantly [121]. Brands have also been shown to have the power to create new, previously non-existent global markets, which makes them an crucial actor in open innovation [122].…”

Section: Discussion: Uncovering Brand Positioning and Open Innovationmentioning

confidence: 99%

Reaching for Customer Centricity—Wine Brand Positioning Configurations

Dreßler

Paunović²

2021

Journal of Open Innovation: Technology, Market, and Complexity

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This study set out to uncover brand positioning configurations by presenting state-of-the-art brand management literature and applying a novel, mixed-methods approach to examine the under-researched wine industry transformation towards open innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic methodology and multiple sources. The sample included 572 wineries from all 13 German wine regions with website text data and online review text data from each winery. The study identified eight prime keywords used to describe both brand identity as well as wine brand image. It revealed word–price clusters of brand identity and image. The results offer insights into communication and pricing opportunities for wine brand identity as well as image, thereby contributing to open brand innovation.

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Word of Mouth, Digital Media, and Open Innovation at the Agricultural SMEs

Cited by 16 publications

References 84 publications

Changes in the Innovation- and Marketing-Habits of Family SMEs in the Foodstuffs Industry, Caused by the Coronavirus Pandemic in Hungary

Changes in the Innovation- and Marketing-Habits of Family SMEs in the Foodstuffs Industry, Caused by the Coronavirus Pandemic in Hungary

The Potential of Digital Marketing Tools to Develop the Innovative SFSC Players’ Business Models

Reaching for Customer Centricity—Wine Brand Positioning Configurations

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