| Table of Contents | 5 |
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| Preface | 10 |
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| Chapter 1. The need for a new agro innovation system | 12 |
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| 1.1. Introduction: The challenge | 12 |
| 1.2. Innovating in the agricultural system | 14 |
| 1.3. Sustainable development as an innovation target | 17 |
| 1.4. Characteristics of innovation and the innovation system | 18 |
| 1.5. System innovation as a process of engagement | 21 |
| 1.6. Five motivating assumptions for enhancing sustainable development in agriculture | 24 |
| Assumption 1: Sustainable development is a dynamic process | 25 |
| Assumption 2: Sustainable development needs system innovation | 25 |
| Assumption 3: System innovation is a non-linear learning process | 26 |
| Assumption 4: System innovation requires a multi-stakeholder approach | 26 |
| Assumption 5: Multi-stakeholder approaches imply transdisciplinary knowledge creation | 26 |
| 1.7. Stimulating sustainable development in a learning-by-doing experiment | 27 |
| 1.8. References | 28 |
| Chapter 2. Inventions for future sustainable development in agriculture | 31 |
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| 2.1. Inventions – an introduction | 31 |
| 2.2. Inventions in agricultural infrastructure | 32 |
| 2.2.1. Ownership issues: Inventions, innovations and IPR | 33 |
| 2.2.1.1. Ownership and agricultural inventions of the past | 33 |
| 2.2.1.2. Ownership and modern inventions in agricultural sciences | 35 |
| 2.2.1.3. Open innovation under attack | 36 |
| 2.2.2. Organization of inventions and innovation | 37 |
| 2.2.2.1. ‘Ware’ elements of inventions and entrepreneurship | 37 |
| 2.3. Three ways to stimulate needed inventions | 39 |
| 2.3.1. Intersectional inventions | 40 |
| 2.3.1.1. Organic agriculture | 40 |
| 2.3.1.2. GM crops | 41 |
| 2.3.2. Directional inventions | 42 |
| 2.3.2.1. Cisgenesis | 42 |
| 2.3.3. Open innovation | 43 |
| 2.3.3.1. Care farming | 44 |
| 2.3.3.2. Energy producing greenhouses | 44 |
| 2.4. Conclusion | 45 |
| Acknowledgments | 47 |
| 2.5. References | 47 |
| Chapter 3. Organizing innovations and transitions | 50 |
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| Toward a more sustainable fit between innovation strategies and the institutional environment | 50 |
| 3.1. Introduction: Context of the research | 50 |
| 3.2. Theoretical building blocks | 52 |
| 3.3. Coming in from the space of flows | 54 |
| 3.3.1. Innovation as reconfiguration | 55 |
| 3.3.2. Between ‘business as usual’ and ‘market failures’ | 56 |
| 3.4. Where the space of flows meets the space of places | 59 |
| 3.4.1. Perspective from the space of places | 60 |
| 3.4.2. The importance of a 3P regional business case | 62 |
| 3.5. Conclusion: Breaking the developmental lock-in | 63 |
| 3.6. References | 65 |
| Chapter 4. For or against innovation? The influence of images | 68 |
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| 4.1. Introduction | 68 |
| 4.2. Images in innovation | 69 |
| 4.3. Hypotheses and research approach | 71 |
| 4.3.1. Hypotheses | 71 |
| 4.3.2. Research approach | 72 |
| 4.4. The role of images – case studies | 73 |
| 4.4.1. Images within innovation projects – Northern Frisian Woods | 73 |
| 4.4.2. Societal influences on innovation experiments – New Mixed Farm | 75 |
| 4.5. Dealing with images in innovation | 76 |
| 4.5.1. Collaborative visualization | 76 |
| 4.5.2. Managing images | 78 |
| 4.6. Conclusion | 79 |
| 4.7. References | 80 |
| Chapter 5. Mobilizing consumer demand for sustainable development | 82 |
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| 5.1. Introduction | 82 |
| 5.2. Attitude-behavior gaps | 86 |
| 5.2.1. Limitation to the theory of planned behavior | 86 |
| 5.2.2. Socio-temporal dilemmas in choice | 87 |
| 5.2.3. Construal level theory | 88 |
| 5.2.4. Multiple selves | 89 |
| 5.3. Stimulating sustainable consumer behavior | 90 |
| 5.4. Facilitating the three routes of mobilizing sustainable consumption | 93 |
| 5.4.1. Route 1: Facilitating motivation | 93 |
| 5.4.1.1. The multiple selves in sustainable behavior | 93 |
| 5.4.1.2. Social norms in sustainable development | 93 |
| 5.4.1.3. Implicit factors in behavior aimed at sustainable development | 95 |
| 5.4.1.4. The willingness to pay for sustainability labels and logo | 96 |
| 5.4.2. Route 2: Facilitating ability | 96 |
| 5.4.3. Route 3: Facilitating opportunity | 97 |
| 5.4.3.1. Corporate social responsibility activities | 97 |
| 5.4.3.2. Enhancing opportunity from the primary production level | 98 |
| 5.4.3.3. Facilitating opportunity and consumer choice at the point of purchase | 98 |
| 5.4.4. Methodological challenges in stimulating consumer demand | 99 |
| 5.5. Key lessons learned | 100 |
| 5.6. Conclusion | 102 |
| 5.7. References | 102 |
| Chapter 6. From motivating assumptions to a practical innovation model | 106 |
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| 6.1. Introduction | 106 |
| 6.1.1. Measuring and explaining performance | 107 |
| 6.2. Methodology | 108 |
| 6.3. Performance of cases and assumptions | 110 |
| 6.3.1. Performance groups | 110 |
| 6.3.2. Performance of the five motivating assumptions | 112 |
| 6.4. Influence of explanatory attributes and links to motivating assumptions | 114 |
| 6.4.1. Explanatory attribute categories and performance | 115 |
| 6.4.2. Explanatory attributes, core strategies and the motivating assumptions<
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