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The Use of Digital Technologies for Traceability: An Analysis of Consumer and Firm Perceptions
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Author(s): Francesco Pacchera (Tuscia Univeristy, Italy), Chiara Cagnetti (Tuscia University, Italy), Mariagrazia Provenzano (Tuscia University, Italy), Tommaso Gallo (Tuscia University, Italy)and Cecilia Silvestri (Tuscia University, Italy)
Copyright: 2023
Pages: 23
Source title:
The Role of Brands in an Era of Over-Information
Source Author(s)/Editor(s): Ricardo Fontes Correia (Polytechnic Institute of Bragança, Portugal), Dominyka Venciūtė (ISM University of Management and Economics, Lithuania)and Bruno Miguel Sousa (Polytechnic Institute of Cávado and Ave, Portugal)
DOI: 10.4018/978-1-6684-8351-0.ch006
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Abstract
Digital transformation (DT) affects companies' competitiveness mainly in terms of innovation, efficiency, and cost reduction and affects global value chains in specialization, geographic scope, governance, and upgrading. In food, digital tools can improve competitive advantage by supporting companies in ensuring food quality and safety. However, many companies still struggle to respond adequately to DT challenges by adopting new technology concepts as a trend and not a real company imperative, misallocating internal resources and capabilities around technology, and expecting good results. There are no studies in the literature that consider both the adoption of digital technologies and consumer perception in the olive oil sector at the same time. This study has two purposes. The first is to analyse the use of digital technologies by companies in the olive oil sector, and the second is to understand consumer perceptions of the use of digital technologies in traceability.
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