A Missed Steak: A Study of the Value Added by Dynamic Best-before Labels
(2020) MGTN59 20201Department of Business Administration
- Abstract (Swedish)
- I mogna industrier prioriteras ofta verkningsgrad och processen snarare än själva produkten. Detta innebär att dessa industrier anpassar sig långsamt när de externa förhållandena skiftar. Exempel på sådan industri är Sveriges köttindustri. Denna präglas av stor klimatpåverkan, även stora mängder matsvinn. Nya teknologier undersökes i nuläget för att skärpa detta svinn; exempel på sådan teknologi är ett s.k. dynamisk bäst-före datum.
Studien undersökte slutkonsumenternas perceptioner mot ett dynamiskt bäst-före datum genom en enkät. Vidare intervjuades ett antal chefer i köttindustrin. Målet var att kartlägga de faktorer som bidrar till värdet av teknologin samtidigt för att förstå driv- och motkrafterna som ligger bakom implementering... (More) - I mogna industrier prioriteras ofta verkningsgrad och processen snarare än själva produkten. Detta innebär att dessa industrier anpassar sig långsamt när de externa förhållandena skiftar. Exempel på sådan industri är Sveriges köttindustri. Denna präglas av stor klimatpåverkan, även stora mängder matsvinn. Nya teknologier undersökes i nuläget för att skärpa detta svinn; exempel på sådan teknologi är ett s.k. dynamisk bäst-före datum.
Studien undersökte slutkonsumenternas perceptioner mot ett dynamiskt bäst-före datum genom en enkät. Vidare intervjuades ett antal chefer i köttindustrin. Målet var att kartlägga de faktorer som bidrar till värdet av teknologin samtidigt för att förstå driv- och motkrafterna som ligger bakom implementering av teknologin i värdekedjan.
Resultaten gav att slutkonsumenternas perceptioner inte är fullt konsekventa, vilket innebär vissa utmaningar om teknologin skall kunna implementeras på ett effektivt sätt. Konsumenterna finner ett visst värde hos dynamiska bäst-före datum, dock inte p.g.a. att teknologin skärper svinnproblematiken utan snarare för att teknologin höjer andra värdefulla karaktäristika hos köttet, såsom hållbarhet, säkerhet, mm. Intervjuerna visade att industrin tar viss motstånd till implementering av ny teknologi. Genom att påminna producenterna om de stora förändringarna i de externa förhållandena kan detta motstånd begränsas. Vidare kan chefer utnyttja de andra värdeskapande egenskaperna hos köttet genom att marknadsföra att de förbättras vid introduktion av ett dynamiskt bäst-före datum. (Less) - Abstract
- The competitive landscape mature industries find themselves in tends to make them enforce practices that ruthlessly focus on efficiency and process. This narrow focus makes them slow to adapt to changes in the external environment in which they operate. One such case is the Swedish meat industry. Like many industries, there are downsides involved with meat production and for meat a significant one is waste. New technologies are quickly becoming available aiming to limit this waste, one such being a dynamic best-before label.
This study tested the perceptions towards dynamic best-before labels both by interviewing industry managers and surveying meat consumers. The aim was to understand the currently perceived value drivers of the... (More) - The competitive landscape mature industries find themselves in tends to make them enforce practices that ruthlessly focus on efficiency and process. This narrow focus makes them slow to adapt to changes in the external environment in which they operate. One such case is the Swedish meat industry. Like many industries, there are downsides involved with meat production and for meat a significant one is waste. New technologies are quickly becoming available aiming to limit this waste, one such being a dynamic best-before label.
This study tested the perceptions towards dynamic best-before labels both by interviewing industry managers and surveying meat consumers. The aim was to understand the currently perceived value drivers of the technology whilst more generally understanding the forces and counterforces to its implementation in the meat value chain.
The results highlighted discrepancies in consumer perceptions which raises managerial challenges for the implementation of the technology in mature value chains. Consumers were observed to value the technology, but not for its waste reduction potential, valuing it instead because it enhanced the other characteristics they perceive to be valuable in meat products, such as sustainability and food safety. Interviews with the supply-side stakeholders revealed a resistance to implementing new technology. By reminding the supply side of the major shifts in the external environment, this resistance can be somewhat mitigated. Moreover, managers can utilize the other value drivers by leveraging them as being enhanced by the dynamic label. In so doing, the dynamic label can be introduced to the market while mitigating short-term losses in profit. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9022130
- author
- Björklund, Ernest LU and Letellier, Mattias LU
- supervisor
- organization
- course
- MGTN59 20201
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Best-before dates, Best-before labels, Consumer perceptions, Dynamic best- before, Food waste, Innovation, Mature industries, Meat, Technology, Value chains
- language
- English
- id
- 9022130
- date added to LUP
- 2020-06-26 14:15:15
- date last changed
- 2020-06-26 14:15:15
@misc{9022130,
abstract = {{The competitive landscape mature industries find themselves in tends to make them enforce practices that ruthlessly focus on efficiency and process. This narrow focus makes them slow to adapt to changes in the external environment in which they operate. One such case is the Swedish meat industry. Like many industries, there are downsides involved with meat production and for meat a significant one is waste. New technologies are quickly becoming available aiming to limit this waste, one such being a dynamic best-before label.
This study tested the perceptions towards dynamic best-before labels both by interviewing industry managers and surveying meat consumers. The aim was to understand the currently perceived value drivers of the technology whilst more generally understanding the forces and counterforces to its implementation in the meat value chain.
The results highlighted discrepancies in consumer perceptions which raises managerial challenges for the implementation of the technology in mature value chains. Consumers were observed to value the technology, but not for its waste reduction potential, valuing it instead because it enhanced the other characteristics they perceive to be valuable in meat products, such as sustainability and food safety. Interviews with the supply-side stakeholders revealed a resistance to implementing new technology. By reminding the supply side of the major shifts in the external environment, this resistance can be somewhat mitigated. Moreover, managers can utilize the other value drivers by leveraging them as being enhanced by the dynamic label. In so doing, the dynamic label can be introduced to the market while mitigating short-term losses in profit.}},
author = {{Björklund, Ernest and Letellier, Mattias}},
language = {{eng}},
note = {{Student Paper}},
title = {{A Missed Steak: A Study of the Value Added by Dynamic Best-before Labels}},
year = {{2020}},
}