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The livestock agricultural policy is a relevant factor for increasing competition in food producing countries. Even though consumer attitudes have an influence over the success of innovation, changes have been guided by a focus on structure and behavior of livestock and of industrial process. This article explores the novelty concept, from a specific case, to contribute evidence about reciprocal relations between elements of the subsystems. A general hypothesis is constructed: if in a group of consumers of fresh beef, preferences for new product co-evolves with several associated productive strategies, the changes in production practices will need to include new abilities (agreements, systems of capturing ideas, communication patterns, cooperation, technological reorganization, strategic alliances), whose scope will transform incremental innovations into radical ones. A set of data about consumers from Buenos Aires was used from: (1) a random sample of 690 household concerning meal selection and preferences; 2)studies about differences in ways of supply and strategies that influence perceptions about quality; and 3) data from interviews and discussion groups. The concept of novelty shows several relations with added value system practices. In a convergent style (changes towards demand satisfaction) home meal preference, the quality perception, consumer attitudes, and the scope of subsystem changes needed to introduce novelties, reinforce the need for new organizational strategies. |
