Individuos centrales como protagonistas del proceso de innovación: un estudio con blogs españoles relacionados con alimentación = Central individuals as leading actors in the innovation process: a case study with Spanish food-related weblogs

César Sahelices Pinto

Resumen


En el momento actual, el sector agroalimentario español atraviesa una de sus etapas más inciertas. Mientras el consumo extradoméstico se desploma, el doméstico se ralentiza por la búsqueda de fórmulas más racionales que resulten en un menor gasto. Las exportaciones, la válvula de escape, crecen a ritmos nunca antes vistos abriéndose paso en escenarios internacionales especialmente regulados. Como consecuencia de este entorno, el esfuerzo dirigido hacia la innovación se convierte en ineludible para las compañías del sector. Ante este hecho, el mismo consumidor se perfila como un recurso muy importante para la obtención de información acerca de nuevas ideas y necesidades no satisfechas que, gracias a Internet y a la Web 2.0, se encuentra ahora más que nunca al alcance de la empresa. Este trabajo de investigación aborda el estudio de una de estas redes sociales online, basado en el examen del comportamiento innovador de los individuos que las forman y en la identificación de aquéllos que socialmente destacan sobre los demás. El documento finaliza con una reflexión y justificación globales e indica además ciertos aspectos de utilidad para el mundo empresarial y sendas líneas de investigación futura.

The Spanish food sector experiences at the present an especially uncertain conjunction. Whereas the extra-domestic consumption collapses, the domestic consumption slows down. Moreover, consumers look for more rational options at lower costs. In contrast, exports grow at really high rates in particularly regulated international scenarios. As a result of this scene, innovation efforts are unavoidable for food companies. In view of this, the very consumer, who is now easily reachable on the Internet and Web 2.0, represents a valuable resource for obtaining information about new ideas and uncovered needs. This research paper, working with one of these online social networks, presents an examination of the innovative behavior of individuals who conform them and identifies those who are more socially prominent when compared to the rest. Finally, the study concludes indicating aspects of general concern as well as some brief pieces of advice for practitioners and possible future lines of research


Palabras clave


Alimentación; Innovación abierta; Blogs online; Consumidor innovador; Centralidad; Food; Open innovation; Online weblogs; Consumer-innovator; Centrality

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Referencias


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DOI: http://dx.doi.org/10.18002/pec.v0i18.1648

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