The Potential of Medicinal and Aromatic Plants in the Malësia e Madhe Region (Albania)” A Territorial Innovation Approach

This research examines the concept of territorial innovation on the medicinal and aromatic plant sector in rural areas. Territorial innovation has tremendous potential to improve competitiveness, employment, and well-being in these regions. The medicinal and aromatic plant sector is significant in the Albanian economy, offering great opportunities for exports and serving as an important source of traditional medicines. In rural areas, territorial innovation can influence the medicinal and aromatic plant sector in several ways. Enhancing technology and production methods can increase the efficiency and quality of medicinal and aromatic plant production, making it more competitive in international markets. The utilization of new marketing and trade tools can facilitate entry into international markets and attract new customers. Collaboration and coordination among various stakeholders in the rural area can also be enhanced through territorial innovation.