Purpose Circumstances that are have a significant impact on it. In particular, environmental sustainability related to the increase of worldwide population, and market demand for agricultural products (with consumers more and more aware about cultivation and breeding techniques and interested in healthy and high-quality products) represent two of the key challenges that the agricultural sector is going to face in next years. In such a landscape, technological innovations that can support organizations and entrepreneurs to face these problems become increasingly important, and Industry 4.0 is the most striking example. Indeed, the Industry 4.0 paradigm aims to integrate digital technologies into business processes to raise productivity levels and to develop new business models. Accordingly, digital technologies play a similar role in the precision agriculture domain, and the purpose of this paper is to understand if the technologies at the basis of these two paradigms are the same or not. Design/methodology/approach The present work investigates how the two domains of Industry 4.0 and precision agriculture are connected to one another by analyzing the most used technologies in both the fields in order to highlight common patterns and technological overlaps. To reach such goal, an approach combining manual and automated analysis was developed. Findings The research work generated three main results: a dictionary of precision agriculture technologies including 324 terms; a graph, describing the connections between the technologies composing the dictionary; and a representation of the main technological clusters identified. Originality/value These show how the two domains under analysis are directly connected and describe the most important technologies to leverage when approaching digital transformation processes in the agricultural sector.
PurposeThe excessive consumption of alcohol in numerous countries in the world, combined with the progressively younger age of the consumers, made it necessary for companies to use instruments of communication aimed at the development of consumption responsibility, so as to prevent reckless behaviour and the health risks thereto associated. The purpose of this paper is to assess the visibility and effectiveness of responsible consumption messages used for the sale of the product “beer” (on packaging and in advertisements); the study used a sample audience made up of teenagers and young adults from southern Italy.Design/methodology/approachThe methodology used was that of the focus group. Three interview sessions were conducted, one dedicated to teenagers, age 16–17 years, and two dedicated to young adult panels, age 20–24 years. A ten-question questionnaire was designed prior to the conduction of the focus groups, and it was used in all the sessions.FindingsThe study shows the weak efficacy of the “drink responsibly” communication campaigns carried out by beer manufacturers. The totality of the interviewees failed to remember the existence of the “drink responsibly” messages and, even after supplementary visual stimulation, they were mostly disinterested, defining the fact that companies from the alcoholic drinks industry carry out consumption awareness campaigns as an out-and-out nonsensical contradiction.Originality/valueThe survey draws attention to the perception by young audiences of the more recent “drink responsibly” communication campaigns carried out by beer manufacturers, aiming at encouraging a more responsible attitude to alcohol consumption. There still are not many such inquests aimed at determining the response of young people to the use of slogans and commercials connected to responsible drinking in the literature; therefore, this study aimed at filling this gap. In fact, the authors believe this study is important for assessing the effectiveness of such instruments for achieving greater responsibility in the use of alcoholic drinks, so as to develop better awareness in the ranks of youths. Among the new communication strategies that were proposed to the participants, there were video commercials containing responsible consumption messages and the new prohibition marks placed directly on the product labels.
PurposeThe purpose of this research is to trace the evolution of the claims used for advertising food products in Italian magazines, by analysing the content and structure of the claims, the target audiences and the elements that have the greatest influence on the presence of the claims in food advertising.Design/methodology/approachOn the basis of the research conducted by Pratt and Pratt (1995), revised and adapted to the Italian food context, the authors designed a matrix of 1,316 advertisements, which were selected based on the analysis of 67,340 advertisements and using the reference to the food sector as a discriminator. The advertisements were extrapolated from a sample of six Italian magazines, so as to determine the extent to which the various demographic groups in Italy are exposed to print advertising for food, beverages and food supplements. The authors examined the frequency of the relevant advertising forms over a period of four years, from January 2014 to December 2017.FindingsThe results revealed the main types of claims used in the four-year period, as well as the statistically significant differences between the different magazine panels, as concerns the frequency and the types of messages. Moreover, a strong relationship between the number of advertisements in the magazines and the time of the year was also ascertained, as well as significant gender variations.Originality/valueThis study introduces the trends and dynamics of the Italian printed advertising for food to the relevant scientific literature. The results yielded by this research have added further implications and contributions to the existing studies, as concerns claim diffusion based on type, gender and seasonality, and the authors also provide important insights to various socio-economical stakeholders.
According to a recent Accenture survey, "Stepping off the crazy train" (2017), a total of 80% of companies still use an outdated approach to innovation, based on incremental tweaking (Holman et al., 2017). The empirical analysis showed that, in the Italian food sector, innovation adoption follows different patterns when product or process innovation is considered.On the other hand, Capitanio et al. (2009) show how the probability of introducing product innovation is influenced by the quality of human capital, the geographical context and, to a lesser extent, the company age.The more a sector is characterized by the presence of small or medium enterprises (SMEs), and so by a poor internal availability of qualified competences and capitals to invest, the more the innovation comes from outside. Indeed, SMEs are not normally able to generate innovations and are therefore willing to adopt them by borrowing from other sectors, which might present different characteristics. Consequently, these innovations often have to be readjusted, as they have been conceived for different scopes and applications at the moment of their development.Thanks to the economic growth in Italy, companies such as Ferrero, Barilla and Parmalat have established themselves as major business centres in the development of innovation, and were capable of driving the entire context characterized by the presence of SMEs. Cooperation is particularly important for innovation in the food industry, which is traditionally considered a "low technology" sector (Trott and Simms, 2017).Nowadays, the food industry is facing technical and economic changes of society, manufacture and food processing that affect the whole supply-chain. This fact forced companies to pay great attention in food products, in order to meet the consumer's demand for a healthier lifestyle. As a consequence, innovation in the food industry does not only appear as an opportunity, but also as a prerequisite to stand out from the competition, apply specific pricing policies, penetrate new markets and ensure sustainability of the food sector (Galanakis, 2016).
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