Agri-food firms’ attitude toward digital data exploitation in the product development

THE AIMS OF PAPER This paper explores digital data exploitation behaviours and shows how these conducts change according to the sources used by agri-food firms when developing their products. METHODOLOGY We adopt an exploratory multiple-case study provide a theoretical framework for utilising product development. MOST IMPORTANT RESULTS The article two prominent firms’ that we labelled explorers receivers third behaviour which is combination of main ones. RECOMMENDATIONS offers guidelines support distinguish such may benefit from transformation gaining competitiveness improving production efficiency supporting development Acknowledgments: has received funding European Union’s Horizon 2020 research innovation programme under Marie Sklodowska-Curie grant agreement No 101030185. outcome project FooDization.