University of Oulu

Outi Keränen, Hanna Komulainen, Tuula Lehtimäki, Pauliina Ulkuniemi, Restructuring existing value networks to diffuse sustainable innovations in food packaging, Industrial Marketing Management, Volume 93, 2021, Pages 509-519, ISSN 0019-8501,

Restructuring existing value networks to diffuse sustainable innovations in food packaging

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Author: Keränen, Outi1; Komulainen, Hanna1; Lehtimäki, Tuula1;
Organizations: 1Department of Marketing, Management and International Business, University of Oulu, P.O. Box 4600, 90014 Oulu, Finland
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.1 MB)
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Language: English
Published: Elsevier, 2021
Publish Date: 2020-12-23


Sustainable innovations in food packaging are important in terms of preventing food waste and reducing environmental impact, but existing industry regimes and networks may hinder their diffusion into established markets. However, research on reorientation of existing industries, and value networks in that situation, has been limited. This study examines the changes to existing industry value networks that can facilitate the diffusion of sustainable innovation in food packaging. Empirically, the transformation and distribution of agro-food waste into a new bioplastic packaging through the existing food packaging value network is investigated. As a result, the changes to the existing value network and their connections, facilitating the diffusion of the sustainable innovation, are identified at three levels — firm, network, and macro. The findings show the importance of opportunity recognition, but also the role of new actors, resources, activities, and relationships in the restructuring of the existing value network and actions creating supportive regulative framework and increasing market demand for such renewal. This creates understanding of how the adoption of sustainable innovations, such as new packaging materials, which might seem simple, is complicated by the broad changes required from the existing value network.

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Series: Industrial marketing management
ISSN: 0019-8501
ISSN-E: 1873-2062
ISSN-L: 0019-8501
Volume: 93
Pages: 509 - 519
DOI: 10.1016/j.indmarman.2020.10.011
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Funding: This project has received funding from the Bio-Based Industries Joint Undertaking under the European Union's Horizon 2020 research and innovation programme under grant agreement No 792261.
EU Grant Number: (792261) NEWPACK - Development of new Competitive and Sustainable Bio-Based Plastics
Copyright information: © 2020 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license (