1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Aarhus School of Business, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
What will the impact of science in the food industry be 10 years from now? Large or overwhelming most people will probably agree. But of we want to be more specific, we might start by defining, what type of technology we have in mind and secondly, what kind of impact we are talking about. Since there are many technologies whose impact can be relevantly studied from a varety of different angles, this is indeed a challing task if we want ot ende up with an overall picture of the impact of technology. In this chapte, we consequently do not start by looking at any particular technology and discussing what impact it will have in the future. Our approach is to construct a number of likely scenarios of the future and then look at the role and impact of technology in each of the scenarios. We do this by using an industry-level scenario technique, in which we rely heavily on expert and industry participants, who represents both "technology push" and "market pull", which we feel are both very important basic driving forces. The aim is to get an idea of the very different roles acience or technology can play in the near future for a specific industry, in this case the Danish food industry, and present a methodological approach that might accomplish this aim.
Regulation of Agricultural Biotechnology, 2004, p. 231-238