A COGNITIVE-RELATIONAL VIEW OF INNOVATION IN THE AGRI-FOOD INDUSTRY: THE FRESH-CUT BUSINESS

The aim of our study is to analyse competitive dynamics in an emerging sector of the wider agri-food industry, namely the fresh-cut business (fruit and vegetable products that are minimally processed and ready to eat). Our work is based on case study research. We propose an interpretive model that we term the cognitive-relational framework. Our framework explains the development dynamics of the emergent fresh -cut business and outlines structural links among resources, relationships, and innovation processes, which are basic and critical elements for the continued growth of the traditional agri-food industry. Our proposed cognitive-relational approach allowed us to understand how the studied firms radically transformed the ways they manage their business and develop new products. Using this approach, we now understand why these firms have become market leaders in this innovative sector of the food industry.