Abstract
Access to valuable knowledge about feed safety is crucial for the globalized animal feed business, which is linked to food production and, therefore, human health. However, due to differences between regions and actors in the production chain, the demand for knowledge varies strongly. Digital transformation helps to spread knowledge and to make it accessible throughout the globe, but there are some other conditions to make access to knowledge successful. The case of the development of the worldwide GMP+ Academy on feed safety shows that besides the application of digital tools and channels, a relevant but not competitive subject is essential, as well as the leading role and position of the organization that created the academy. Last but not least, successful knowledge sharing depends on collaboration and a clear value proposition for all stakeholders.
TopConsidering the theme of this chapter, explaining the author's starting point of view requires a little historical context. As a phenomenon, the roots of the current digital-technological scenario are present in the flexibilization of the industrial process to deal with the structural crisis of the capitalist accumulation system at the end of 1960's. Briefly, the fixed accumulation system created in the second industrial revolution and consolidated after the World War II was based on large production structures. These were composed of lots of capital immobilized in factories and machinery. This productive model provided the conditions for expanding the consumer goods offer. However, it proved to be extremely dependent on energy supply, human workforce, and the continuity of the industrial products demand from relatively secure markets (Harvey, 2002). As a circling crises-based system, though, it did not resist the changes on its optimum conditions: the reconstruction of the nations after the conflict, the industrialization in undeveloped countries, the laborers organization, and the expansion of their demands, as well as the rising prices of energy sources (Schumpeter, 1982; Harvey, 1982).
Key Terms in this Chapter
Sectorial Innovation System: Set of elements (organizations and institutions) and their relationships from which technological progress is driven in a specific sector of economic activity.
Business Model Canvas: Is a model that describes the main elements for a new organization, such as the services to be offered, the target audiences, the channels that will be used to connect with the market, and the main activities that need to be performed to develop and bring the services to the market.
Persona: Is a constructed representation of an individual member of your target groups. Physiographic: the landscape characteristics: geomorphology, climate, soil, water situation.
Value Proposition Canvas: Its main goal is to map the daily activities of a customer, and the barriers that prevent the customer to be successful (the pains). For breaking down these barriers, solutions can be designed (gains). The model helps you to focus on actual problems, and useful solutions.
Institutional Elements: Values, laws, regulations, and norms of conduct, formal and informal, which guide the behavior of individuals and organizations within the innovation systems.
Micro-Learnings: Small e-learnings covering a specific topic, in about 10-15 minutes. They typically consist of an introduction, some theory and practical examples, a test or quiz and summary.