Bruijn, C.A. de, and Dr. J.C. Dagevos
Mass-individualisation and the agro-food complex
The Hague/Rosmalen (The Netherlands), National Council for Agricultural Research (NRLO)/ Agricultural Knowledge Chains (AKK), 1999.
NRLO Report 99/16.

[Original title: Massa-individualisering en de agrofoodsector]

Summary

Mass-individualisation and the agro-food complex is the title of a research project initiated by Agri Chain Competence Foundation, the department of Industry & Commerce of the Dutch Ministry of Agriculture, Nature Management and Fisheries, and the National Council for Agricultural Research. This exploration is to be seen against the background of the turnaround processes found in demand oriented markets. Specifically, this study aims to generate a sense of direction with respect to the (required) knowledge infrastructure. Underlying questions are whether mass-individualisation (MI) in theory or practice requires specific knowledge and whether current research programs address these themes adequately.
Before interviewing people working in and outside the agri-food business, as well as the research world, a study of literature was conducted. As a result, the report has been split in two parts, which can be seen as independent but strongly related parts. The first part - Report - is largely built on the outcomes of the interviews. The second part - Article - aims to invite interested readers to take a glance at the future from an agile point of view. A future which is, to a large extent, already there today.

Mass-individualisation is a relative new container notion. In this study it is interpreted as similar to the Anglo-Saxon term agility. Formulated in broad terms, MI refers to the transformation process of enterprises in developed economies towards business and production processes which are designed to meet the (continuously) varying and (quickly) changing desires and demands of (many and different) customers. Stated succinctly, MI is all about creating advanced supply systems capable of (fine) tuning supply to demand. Demand which is subject to ever increasing paces of change. Roughly, MI is in many senses the opposite of mass-production (MP). And as MP has become dominant in the 20th century, MI is expected to take MP's place in the course of the 21st century.
Starting form this (MI) perspective on the future, we have looked for a number of driving forces behind this process. We have selected three drivers: changing consumer behaviour, ICT-developments, and shifting patterns of power. Based on these three drivers we describe the "movement" of mass-individualisation - or agility. In an agile world, one of the keywords is transparency. Important resulting developments are the emergence of new types of businesses (the so-called neutral service providers), new (non-hierarchical) forms of co-operation and new power players. These developments will result in the emergence of (region) networks or clusters, which contribute to enable the required agility (see figure below for an overview).


In the study indications can be found as to were the Dutch knowledge base could be fortified, that is, seen from the broad perspective of MI. In this respect, knowledge domains are formulated for both (commercial) businesses and government. Three important areas of knowledge and research are brought up.
The first one is the broad domain of ICT. It is important to develop specific knowledge as to the way we can effectively and willfully use ICT to increase the transparency in networks.
Closely connected to the first domain is the second domain which concerns the importance to increase our knowledge about organising (non-hierarchical) networks or clusters. Which models are thinkable? What roles or functions need to be fulfilled?
The third field of knowledge involves the quest for developments that are characterising the realm of human and social dynamics. Knowledge on this subject will provide important clues for ways to organise networks, to develop new marketing- and retail concepts, to protect certain public interests, or how to communicate and to relate.
From an organisational perspective, it is suggested to link the development of the MI knowledge domains to the existing knowledge infrastructure. Integration of the mentioned domains in the KLICT-program, whilst at the same time using the existing chain and network science expertise, offers opportunities for increasing the body of knowledge on MI.

It is suggested that the use of a cluster approach is an appropriate tool for joining the forces of (commercial) businesses, (public) knowledge infrastructure, and government. The combination of know-how, practical experience, and focused policy, will contribute to an agile agro-food business which faces the future with confidence.

 

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