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Author: Orozco, Richard ×

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    Readiness for Innovation of Emerging Grass-Based Businesses
    (Basel : MDPI, 2022) Orozco, Richard; Grundmann, Philipp
    New business opportunities based on grassland and green fodder present a promising avenue to realize the transition towards a circular and sustainable bio-based economy. Yet, such potential remains largely untapped and grass-based products and businesses remain a small niche in the global economy. To understand this phenomenon, this paper introduces and operationalizes a model to assess innovation readiness built around seven focus areas: technology, manufacturing, business, IPR, customer, team, and funding readiness with their own detailed “progress scales.” We employ necessary condition analysis (NCA) to identify limiting factors and bottlenecks in actual business situations. Our results reveal that lack of consumer awareness, infant conversion technologies and paucity of long-term investments that support emerging bio-based businesses are the most limiting conditions for the growth of emerging grass-based markets. The present study advances our understanding of the factors that limit complex innovations in grassland systems. Focusing on necessary conditions in a coordinated way between practitioners and policy makers by giving priority to fostering positive awareness of bioeconomy businesses, developing conversion technologies, and improving access to capital is a recommended approach to foster emerging grass-based innovations.
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    Supportive Business Environments to Develop Grass Bioeconomy in Europe
    (Basel : MDPI, 2021) Orozco, Richard; Mosquera-Losada, María Rosa; Rodriguez, Javier; Adamseged, Muluken Elias; Grundmann, Philipp
    Grasslands cover almost half of the total European agricultural area and are the source of a wide range of public goods and services. Yet, their potential to produce innovative bio-based products, such as paper and plastic, remains widely untapped. We employ a multiple case study approach and implement the Business Environment Framework by Adamseged and Grundmann (2020) on eighteen alternative grass-based businesses to investigate the interdependencies between these successful business models and their business environments. The subsequent analysis reveals that the deployment of funds and policies to support alternative grass-based products remains low in most regions of Europe. Our findings highlight that aligned funding mechanisms that incorporate and promote the specific benefits generated by grass-producing and grass-processing businesses are key to overcoming the barriers related to the competition of bio-based products with the established fossil-fuels-based economic system. To make alternative grass-based markets more dynamic, increasing consumer awareness through adequate marketing is perceived as an important aspect. Capacity building and alignment efforts need to be strengthened and coordinated at local and higher levels to enable the replication and scale-up of novel grass-based businesses in Europe and beyond.