Table 2 Summary of the descriptive and... | Emerald Publishing

Table 2

Summary of the descriptive and interpretative codes

Descriptive code	Definition	Illustrative quote	Interpretative code	Definition	Illustrative quote
Incremental innovation*	Innovation that exploits existing technologies in an existent market to revamp the current offering by adding new characteristics, properties and design	“The inclusion of new ingredients allows you to create a product that is not only tastier but also with a more constant quality and longer shelf life of the product. Certainly, this product innovation activity has been of great help to us. These innovations are not a product revolution, but they improve existing products.” Case study 5	Product innovation*	The design of products with novel or incremented features that provide new or more customer benefits or are launched to a new market	“We got several advantages from data analysis. For instance, we have owned shops where we sell our products. There we collect data related to customers’ reactions when we want to test new product or variances of the original product.” Case study 5
Architectural innovation*	Innovation that takes technology competence, knowledge, and skills to apply to open up new markets and expand customer base	“A few years ago, I started making ginger products because I realized that ginger had a marketing appeal. Everyone thought that ginger was the solution to all ills. I just added an ingredient that none of my competitors used. The products have had great sales success.” Case study 2
Radical innovation*	Innovation that leverages new technologies, processes, or business models to take over the market due to efficiency and/or efficacy advantages	“In the dairy we have implemented a new technology that allows us to make mozzarella almost at industrial levels while maintaining an artisanal process that allows us to give a different flavor and a different texture to our mozzarella. Thus, it allows us to maintain a taste that industrial production does not guarantee.” Case study 4
Internal data	Data was created autonomously and independently by the agri-food firm	“I use Google Analytics on our website. Based on fresh pasta delivery requests, we collect addresses and it gives us an idea of where we might open other shop.” Case study 8	Data sources	The data source discerns the data origin that, in turn, is used for different tasks and processes	“We analysis the sell trend of our performing products to improve their characteristic. Also, we gather data from external sources to do more extensive innovations.” Case study 6
External data	Data created by a third party (e.g., statistical institute, trade association) and which are of interest to an agri-food firm	“to find an indirect customer need, the best way is to try to interpret the sectoral market data. Market data are provided by the trade association and are national data.” Case study 7	Data sources

Descriptive code	Definition	Illustrative quote	Interpretative code	Definition	Illustrative quote
Incremental innovation*	Innovation that exploits existing technologies in an existent market to revamp the current offering by adding new characteristics, properties and design	“The inclusion of new ingredients allows you to create a product that is not only tastier but also with a more constant quality and longer shelf life of the product. Certainly, this product innovation activity has been of great help to us. These innovations are not a product revolution, but they improve existing products.” Case study 5	Product innovation*	The design of products with novel or incremented features that provide new or more customer benefits or are launched to a new market	“We got several advantages from data analysis. For instance, we have owned shops where we sell our products. There we collect data related to customers’ reactions when we want to test new product or variances of the original product.” Case study 5
Architectural innovation*	Innovation that takes technology competence, knowledge, and skills to apply to open up new markets and expand customer base	“A few years ago, I started making ginger products because I realized that ginger had a marketing appeal. Everyone thought that ginger was the solution to all ills. I just added an ingredient that none of my competitors used. The products have had great sales success.” Case study 2
Radical innovation*	Innovation that leverages new technologies, processes, or business models to take over the market due to efficiency and/or efficacy advantages	“In the dairy we have implemented a new technology that allows us to make mozzarella almost at industrial levels while maintaining an artisanal process that allows us to give a different flavor and a different texture to our mozzarella. Thus, it allows us to maintain a taste that industrial production does not guarantee.” Case study 4
Internal data	Data was created autonomously and independently by the agri-food firm	“I use Google Analytics on our website. Based on fresh pasta delivery requests, we collect addresses and it gives us an idea of where we might open other shop.” Case study 8	Data sources	The data source discerns the data origin that, in turn, is used for different tasks and processes	“We analysis the sell trend of our performing products to improve their characteristic. Also, we gather data from external sources to do more extensive innovations.” Case study 6
External data	Data created by a third party (e.g., statistical institute, trade association) and which are of interest to an agri-food firm	“to find an indirect customer need, the best way is to try to interpret the sectoral market data. Market data are provided by the trade association and are national data.” Case study 7	Data sources

Source(s): Authors’ own elaboration