Understanding the value chain imperatives for new technology implementation : an Australian R&D case

This paper explores prospects for capturing value from cooperative research efforts along a whole value chain with a focus on an Australian beef industry case. Overlapping value chain characterisation and business model concepts are used to envision the impact of a new technology at each link point and to consider conditions that favour its adoption. This leads to a discussion of three scenarios. Proactive scenarios emerge when revenue and/or costs are beneficially changed. Three neutral scenarios are postulated. Reactive scenarios emerge when revenue and/or cost are adversely changed. This would normally lead to rejection of the technology, but acceptance of this situation may be mandated by powerful players associated with the value chain.