This article, written and published by Laszlo Zsolnai and Antonio Tencati, starts with the following abstract:
The current and prevailing paradigm of intensive agricultural production is a straightforward example of the mainstream way of doing business. Mainstream enterprises are based on a negativistic view of human nature that leads to counter-productive and unsustainable behaviours producing negative impact for society and the natural
environment. If we want to change the course, then different players are needed, which can flourish thanks to their
capacity to serve others and creating values for all the participants in the network in which they are embedded. In
the article, through the analysis of the Slow Food movement and the use of recent theoretical and empirical contributions in behavioural sciences and psychology, we support the collaborative enterprise model as an alternative to the still prevailing, mainstream business models. Evidence shows that caring and responsible efforts of economic agents are acknowledged and reciprocated even in highly competitive markets.
Our experience with FRE2SH shares these positive views of the collaborative enterprise. We do not share the views of the reciprocity of the responsible efforts of economic agents. In the idealistic world of honest economies these views are correct but we do not live in this ideal world nor honest economies. In urban and rural environments the dishonesty of speculative dealing with real estate, space, productivity and distribution, is dominating the processes. In FRE2SH we were up against the psychology of public laziness (blind supermarket dependence), prioritized speculative use of urban real estate for anything else than food, and the financially handcuffed reality of rural farmers in the destructive world of mass productivity.
The only way to break the speculative capitalist dominance is through a singularity crisis (huge human suffering) or voluntarily realising the handcufs in favor of the collaborative enterprise. The latter is probably one of the most difficult things to do but not impossible. Those who own space abt for food engagement, without any endebtment (the handcufs) to the system, have the free choice to engage in the collaborative enterprise. The more of such space owners engage, the stronger we develop our counter measures against the capitalist hegamony, in favor of human and planetary sustainable progress.
The motivation of the CEO of DSM, one of the large Dutch multinationals, with a history in the old narrative of pollution and abuse of people in the mining and chemical world, rewrites its narrative in the world of shared responsibilities. It is a choice. Then it is hard work, but highly rewarding.