A research journey called FooDization: from writing the project to the research results

FooDization –from the fusion of the words Food and Digitalization– is about the impact of digital transformation on sustainable food production. Food is essential for life, but its production causes the overexploitation of natural resources. The ecosystem is sending unmistakable signs requiring an urgent shift towards cleaner food production, which also must capture the consumer’s preference because sustainable economic growth is impossible without significant changes in firms' and customers’ behaviour. Digital transformation is pivotal to cleaner food production. The most helpful for agri-food firms is to exploit digital technologies to reduce environmental impact. Yet, we still lack a clear understanding of how food production firms use digital technologies to foster cleaner production and shape the value proposition. FooDization aims to explore how food firms exploit digital transformation to innovate their production and how cleaner food products influence value proposition.

About the organizer:

Moreno Frau (ORCID: 0000-0002-3740-1743) is a Research Fellow at the Marketing Management Department, Corvinus University of Budapest (Hungary). He holds a PhD in Business and Economics from the University of Cagliari (Italy) with honours and the additional label of Doctor Europaeus, thanks to a period of research spent at the BI Norwegian Business School. His research interests focus on marketing, digital transformation, sustainability, and interactive value formation. He has held a Marie Curie research project called FooDization about the impact of digital transformation on sustainable food production. His research has appeared in peer-reviewed journals such as the Journal of Service Research, Journal of Cleaner Production, Journal of Research in Interactive Marketing, and TQM Journal, as well as other academic and applied journals.