Agro-Business Analysis

1570 Words 6 Pages
Degree of technology absorption. For the agro-business, the adoption of new and improved processes and systems may also be reflected in its ability to absorb relevant technologies. With the goal of improving the quality and quantity of food items in the target market areas, the company is expected to improve on the way things have been done in the past. This would range from farming practices to packaging, distribution tracking, the integration of technology within firm-level communications and decision making systems for improved efficiency. In affirming this step, Capitanio, Coppola and Pascucci (2010) posited that the level of tacitness to which firms adopt technologies that allow them to respond to higher quality standards and novel ways …show more content…
Because of the potential for generating data and consumer feedback, which could be used in product improvement, the frequency of the agro-business’ marketing activities could be seen as a measure of innovation. This would be particularly useful in generating knowledge that may allow the company to create marketplace product differentiation as well as information on the competition. Examples of marketing activities that the agro-business could use to assess innovation would be promotional campaigns, price adjustments, product placement at trade shows and magazine articles. In a suggested survey for measuring market orientation, Dobni (2008) adopted a similar framework, stating that knowledge generation from constant data harvesting provided the firm with consistent, reliable and valid information about the customers and other stakeholders, which could be used to direct firm level innovation strategies. Organizational Innovation. Beyond product, process and marketing innovation, the overall organizational design and function needs to demonstrate innovative tendencies as well, providing the appropriate milieu for the propagation of innovative tendencies. For the agro-business venture, organizational innovation could be measured in terms of the level of expenditure in research and development and the intensity of the learning …show more content…
Also, while quality is a principal factor in product innovation, efficiency overlaps between product and process innovations. In the same light, information is also a key driver of process and marketing innovation. The propensity to innovate fuels overall organizational innovation. The various measures of innovation under the third column represent elements to be included in a Likert-type scaled survey for departmental managers and the general manager. This would enable respondents to indicate the degree or extent to which each item has been practiced or adopted. A horizontal read provides information about aspects of the innovation type and its frequency in the survey data, whereas reading the information vertically provides the number of innovation for the agro-business, which together with the frequency of the measures determine the value of the innovation index for the firm. Apart from the different levels of innovation, following are some specific practices that could foster and ensure a durable culture of

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