期刊名称：Proceedings of the International Conference on Business Excellence
电子版ISSN：2558-9652
出版年度：2021
卷号：15
期号：1
页码：811-823
DOI：10.2478/picbe-2021-0075
语种：English
出版社：Sciendo
摘要：Competitiveness has always been considered a vector of innovation that is centered around economic performance; constantly pushing companies to achieve better performance results. In such a modern society deeply marked by digitization, value creation has expanded its scope and it is no longer involving only harnessing customer satisfaction through the quality of the products or services marketed to customers, but it is also involving the permanent digital connection and engagement between the links of any value chain. Digital platforms, including social networks, are major sources of economic concentration where different forms of value emerge. For example, Facebook Inc. runs a business model that involves selling online media space for companies willing to pay money to have consumers of goods and services engage with the ads displayed on Facebook platforms, based on specific group targeting. Taking all of this into consideration, the scientific interest in exploring the nature of an emergent form of value along the chain is implicit. This paper brings its unique contribution to the existing literature concerning the topic of agri-food value chains by providing a niche marketing approach on a paradigm shift at the level of the nature of value generated in the chain in the case of highly digitized societies. The research objective was to bring the sustainability factor into the spotlight of the analysis concerning the paradigm shift of the nature of the value generated in the agri-food value chain. Research results show that some multinational corporations active in the Romanian agri-food sector use the Facebook Ad Market to reach consumers and call for them to engage in activities specific to building a sustainable agri-food system. Thus, by engaging in such activities, consumers feel that they contribute to the corporations’ effort in achieving sustainability. Consequently, a different form of value is generated along the chain.
关键词：global agri-food value chain;value co-creation;digital engagement;Facebook Ads Market
