of support from the government, knowledge infrastructure and intermediaries 3) poor provision of resources, and 4) poor knowledge development and knowledge diffusion. Barriers 1 and 2 are related to the structure of the innovation system and, more specifically, with the existing relationships between the various actors and organisations in the innovation system. To achieve more market-driven innovation the relationships between chain parties must change, as must the way in which the current intermediaries and the government support the growers. This will lead to resistance. Barriers 3 and 4 describe problems with the functioning of the innovation system; all actors are present but the activities they perform fail to provide sufficient support for market-driven innovation. To tackle barriers at system level, it is necessary to develop a consorted approach. However, establishing such an approach requires long-term change processes. It is therefore important to tackle the various barriers simultaneously. A first step towards dismantling this barrier involves making the advantages of market-driven innovation visible to all chain parties. A review of the existing subsidy policy and the way in which resources are made available can help to create a ‘level playing field’. Successful foreign schemes or schemes from other sectors can serve as inspiration for this. The lack of knowledge and expertise in the field of marketing, concepts and strategy demands new education and research programmes which also promote cooperation with existing actors. Better support for market-driven innovations from the government, knowledge infrastructure and intermediaries will bring market-driven innovation strategies within the reach of a larger group of entrepreneurs. It is therefore important for these actors to become more pro-active in contacting and approaching the entrepreneurs with a view to jointly develop new concepts. In the short- to mediumterm, however, it will be necessary to support market-driven entrepreneurs with more personal tailor-made measures; the success, and the visibility of the success, of market-driven entrepreneurs is a vital factor in bringing down the barriers in the innovation system. Similarly, the participation of 26 various target groups (entrepreneurs, consumers and other actors in the system) is also vital to reduce the barriers at system level. There is a clear need for market knowledge in order to determine exactly what must be communicated, and how, to the target groups in order to promote change. Pagina 32
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