Networking and innovation within the ornamental plant sector

TLDR

Ornamental plant cultivation could benefit from networking because innovation is increasingly network‑driven rather than farm‑centric, and unlike most studies that focus on technological innovation, this research also considers marketing and organizational innovations. The study investigates how networking relates to innovation and identifies factors that influence networking as a lever for innovation in the ornamental plant sector. The authors analyze the relationship between innovation type and network partner, and assess factors that influence networking within the sector. The study finds that network partners vary by innovation type, leading to implications that growers should match partners to their innovation goals and that coordinators should develop clear strategies, communicate their advisory scope, and align activities with farmers' needs.

Abstract

The ornamental plant cultivation could benefit from networking, as the locus of innovation is no longer the individual farm, but increasingly the network within which the farm is embedded. The main contribution of this paper is to shed light on the relation between networking and innovation and the influencing factors for networking as leverage for innovation within the ornamental plant sector. In contrast to the majority of the innovation studies, which are focusing on technological innovation i.e. product and process innovations, this study includes also marketing and organizational innovations. By looking at the link between innovation type and network partner, we found that network partners differ depending on the innovation type. Furthermore, this study provides insights into the factors influencing networking in the ornamental plant sector in particular. The results lead to implications for ornamental plant growers and network coordinators. It is important that growers are aware of the merit of partner suitability for the innovation type they are aiming at. For network coordinators, it is important to set up a clear strategy and communicate for which innovations their network can advise and help the farmer. They could focus on improving their approachability and try to increase the added value of activities by aligning them better with farmers' needs.