Shaping Agribusiness in the New Digital Era: Bridging Tradition with Innovation, for the Agribusinesses in Thessaly Greece.

Food industry is one of the most dynamic industries and always have been crucial for the economy, employment, culture and society. Companies operating in that sector are considered as innovators, because they tend to apply new technologies in their operation and process, but on the other hand, are considered as 'tradition keepers', because for them terms like 'tradition' and 'traditional', often tend to be a strategic option that brings or/and maintain competitive advantage. For that reason, integrating digital technologies and innovative solutions into agribusiness, marks a crucial evolution in the food sector within the new economy. That is the main research question of the present study, in order to examine the existence of a link between tradition and innovation in agribusiness, focusing on sustainability and strategic management. The methodology applied in this study, is based on focus groups, involving thirty agribusinesses from Thessaly, Greece, in different activities within the food market and aims to highlight the challenges and opportunities that these businesses face. Furthermore, the present research, offers insights into the strategic decisions and management applied by the agribusinesses in order to enhance innovation and sustainability. Finally, the research contributes to understand of how local unique characteristics and traditions can play a fundamental role in the formation of an innovative, resilient and sustainable agricultural sector, harmonized with global challenges. [ABSTRACT FROM AUTHOR]