Tenth International Conference on Food Studies

Abstract

The presentation aims to contribute to innovative research through increasing knowledge about both how “retrovation” occurs, and the link between innovation and tradition in the local food market. “Retrovation” is defined as innovation originating in tradition, in which combinations of tangible and intangible, as well as new and old resources are used. This paper identifies which resources are integrated and how they are integrated into the retrovation process. The empirical context for the study is the food industry with an emphasis on local food. The results and analysis are based on a comparison between two case studies. In the analysis process, where emphasis has been placed on how resource integration occurs, I have identified many more forms of resource integration over time to develop the value proposition. These have been summarised into four types of retrovation: 1) market-stimulating retrovation, 2) competence-based retrovation, 3) material-based retrovation, 4) story-based retrovaton. The research provides theoretical contributions to previous research on service innovation, the service-dominant logic (SDL), retrovation, and innovation processes. How actors in the local food industry in particular and also in other industries may position themselves is discussed in the final section of the article. By utilizing knowledge about retrovation in a strategy process, managers can be made aware of “hidden” resources of innovation inside and outside the organization.