We call this phenomenon cultural innovation. Relying upon what we term myth and cultural codes, these cultural innovators have massively transformed food preferences. They have brought to life the value, even necessity, of winding the clock back to some sort of pre-industrial food culture in such a way that it is irresistible for the upper middle class in the United States, the United Kingdom, and other countries. These cultural innovators have championed an alternative approach to agriculture and food as an ideological challenge to the dominant scientificindustrial food ideology. For example, farmer-cookbook-author-television host Hugh Fearnley-Whittingstall, author Michael Pollan, the international Slow-Food movement, and the American grocery retailer Whole Foods Market, among others, have transformed food consumption for the middle and uppermiddle class. This phenomenon is found everywhere in consumer markets. But, because it is the only way that we approach innovation, the ‘better mousetraps’ approach has had the effect of eclipsing a very different innovation world view – champion a better ideology and the world will take notice as well. This functional point of view certainly has merit. But Douglas Holt and Douglas Cameron argue the merits of cultural innovation instead Market innovation has long been dominated by the world view of engineers and economists – build a better mousetrap and the world will take notice.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |