THE ROLE OF KNOWLEDGE WHEN STUDYING INNOVATION AND THE ASSOCIATED WICKED SUSTAINABILITY PROBLEMS IN AGRICULTURE

Scientific institutions all over the world emphasize the importance of effective links between science and society when pursuing sustainable development thereby linking science and development. Unfortunately, the knowledge paradox implies that too much research is not applied, partly because the research community is still rather inward looking, creating a gap between what is written and what is achieved in practice. The Dutch government initiated therefore the large 6-year TransForum program to enhance innovation in agriculture, not allowing the regular research circuit to set the agenda. TransForum emphasized the relevance of connected value development when dealing with wicked problems associated with sustainable development, requiring a balance between the well known People, Planet, and Profit aspects of sustainable development. Thus new and innovative 3P businesses were created through the sequence of value proposition,-creation and -capture, together constituting connected value development. This required transdisciplinary interaction between Knowledge Institutions, Entrepreneurs, NGO's, and Governmental bodies working together on innovation (KENGi partners), each of these partners contributing different opinions, goals, and values. In this chapter, four case studies are used to illustrate that innovation was achieved by successively working together on value proposition, creation and capture. Only the committed persistence of entrepreneurs supported by knowledge brokers and development of new business and organizational models ultimately led to the desired connected value development, representing a successful link between knowledge creation and societal appreciation. The process involved mobilization and strategic injection of various forms of tacit and scientific knowledge in the overall interaction process that often took more than 10 years to mature, requiring an important role for knowledge brokers with hard knowledge and social intelligence ("T-shaped skills") as well as long-term funding. The development of value propositions needed much more attention than is usually provided. Research planning and management procedures as well as judgment procedures need to be adapted to fit transdisciplinary requirements. The cases demonstrate that the process of connected value development is unique for each project; there is no standard recipe. Track records of case studies, as presented, can be used in education as a learning tool to create awareness for possible opportunities as well as pitfalls in transdisciplinary studies.