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Advisor(s)
Abstract(s)
Regional endogenous products are commonly perceived by consumers as cultural commodities. In
a global market, where culturally differentiated products are difficult to shift due to the lack of
awareness of their associated benefits, regional endogenous products are less appealing to
consumers than mass-branded goods. As a consequence, regional products are mainly acquired by
local consumers, narrowing the potential market to those who are mainly interested in regionally
differentiated goods. A paradigm change related to endogenous resource products must be
developed to widespread their market to a global scale, promoting a larger consumer-base and
consequently enhancing local dynamics and competitive positioning of the regional ecosystems
where such goods are produced. The purpose of this study is to explore the sustainability
characteristics of endogenous products associated to the Portuguese Beiras Region and their role as
a differentiation claim to a global mass-market. In-depth interviews were conducted with local
Academia researchers and decision makers in order to explore the benefits of leveraging the
sustainability dimension of local produced goods and forecast their effect on a global mass-market.
Preliminary findings allowed inferring about the significance of the proposed green claim, but a
gap was identified regarding the lack of information to customers regarding the associated
distinctive attributes. Further research is needed to assess the remaining multiple-helix actors of the
local ecosystem on identifying and developing the most promising strategies to effectively promote
local endogenous produce to a global market.
Description
Keywords
Regional ecosystems Endogenous resources Eco-innovation Green products Sustainability
Pedagogical Context
Citation
JULIÃO, Jorge Manuel Soares; GASPAR, Marcelo Rudolfo Calvete; TJAHJONO, Benny - Exploring the sustainability dimension to position Portuguese Beiras region endogenous resources as green products in the global market. In Regional Helix 2016 - International Conference, Castelo Branco, Portugal, 29 June-1 July, 2016. – In Proceedings of the Regional Helix 2016 International Conference. Castelo Branco: Instituto Politécnico, 2016. 11 p.
Publisher
Instituto Politécnico Castelo Branco