Developing a multi-criteria analysis tool to increase the performance of innovations in the horticultural sector: an analysis from the top of the value chain to the consumer
The project
The ornamental horticulture sector has been experiencing significant economic difficulties for the last ten years. Several factors are at the origin of this, including the lack of adequacy between consumers’ expectations and the products offered on the market. This lack of adequacy can be explained in particular by the innovation strategy of the players in the sector based on the “technology push” model. This model makes it possible to produce quality plants while taking into consideration the technological risks associated with the production of the innovation, but does not make it possible to integrate consumer behaviour into the development of the innovation. The objective of the DEXinnov project is to maintain the interest of the “technology push” model by integrating the advantages of the “market pull” model of innovation, which is not widely used in the French horticultural sector, but which allows consumer behaviour to be taken into consideration. To combine these two strategies and benefit from their interests, the project will result in the DEXinnov tool. This tool will allow a multi-criteria evaluation of horticultural innovations by taking into account technical and marketing risks. It will thus contribute to improving the performance of innovations by addressing production issues and those associated with consumer behaviour.
The ESA team will provide expertise on issues related to the innovation process and the integration of consumers in it.
Dates : 2020 – 2023
– Fundings : CASDAR project
– Project led by ASTREDHOR in the framework of the UMT STRATEGE
– Contact at GRAPPE: Ronan SYMONEAUX r.symoneaux@groupe-esa.com
