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

    1 Citation (Scopus)

    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

    • General Decision Sciences
    • General Computer Science

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