Mediating agricultural entrepreneurship through embracing innovative technology: a tale from small rural enterprises in an emerging economy

Sandhu, Navjot and Hussain, Javed G. and Scott, Jonathan M. (2024) Mediating agricultural entrepreneurship through embracing innovative technology: a tale from small rural enterprises in an emerging economy. International Journal of Entrepreneurial Behavior & Research. ISSN 1355-2554

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Abstract

Purpose
The study evaluates small marginal farmers’ (SMFs) potential behavior, attitude and trust in the adoption of innovative emerging technologies.

Design/methodology/approach
The study employed an agile multi-factor approach to conceptualize a digital marketplace to connect a supply chain ecosystem for stakeholders.

Findings
The empirical findings suggest that most SMFs are willing to embrace innovative technologies. Nonetheless, they lack the necessary technological oriented education, training and funds to innovate. However, their reluctance to adapt changes is attributable to their fear of losing past customs and practices; they were threatened by the reaction of intermediaries (arthyias) to the adoption of technologies, which could result in them suffering huge losses.

Originality/value
This innovative disintermediation business model has a significant potential to reduce information asymmetry, cost and hoarding – and can thus increase the SMFs’ profit margins. Agricultural technological innovations have a profound potential to impact their supply chain logistics positively by reducing the wastage of perishable food and thus enhancing the consumer experience.

Item Type:	Article
Identification Number:	10.1108/IJEBR-12-2022-1055
Dates:	Date Event 12 January 2024 Accepted 5 February 2024 Published Online
Uncontrolled Keywords:	farming, innovative technology, intermediaries, small and marginal farmers, India
Subjects:	CAH06 - agriculture, food and related studies > CAH06-01 - agriculture, food and related studies > CAH06-01-03 - agriculture CAH06 - agriculture, food and related studies > CAH06-01 - agriculture, food and related studies > CAH06-01-04 - rural estate management CAH17 - business and management > CAH17-01 - business and management > CAH17-01-07 - finance
Divisions:	Faculty of Business, Law and Social Sciences > College of Accountancy, Finance and Economics Faculty of Business, Law and Social Sciences > College of Business, Digital Transformation & Entrepreneurship
Depositing User:	Navjot Sandhu
Date Deposited:	20 Feb 2024 16:12
Last Modified:	20 Jun 2024 12:04
URI:	https://www.open-access.bcu.ac.uk/id/eprint/15271

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