Please use this identifier to cite or link to this item: https://hdl.handle.net/1959.11/7927
Title: Understanding markets for agricultural innovations
Contributor(s): Kaine, Geoffrey (author); Bewsell, Denise (author); Wright, Victor  (author); Hill, Megan (author); Rowbottom, Ben (author)
Publication Date: 2010
Handle Link: https://hdl.handle.net/1959.11/7927
Abstract: The return on public investment in agricultural research depends, in part, on the extent to which primary producers adopt the products of that research. Consequently, a pre-condition for maximising the return on investment in the development of agricultural innovations is to identify how many primary producers will adopt different innovations and determining what processes are required to ensure innovations diffuse among producers as rapidly as possible. In other words, maximising the return on investment in agricultural research requires identifying the relevant market for innovations and determining what processes will accelerate diffusion through that market. A method for identifying the market for an agricultural innovation is presented in this paper. The method is, in essence, a process for discovering how agricultural innovations contribute to satisfying the needs of primary producers as managers of agricultural enterprises. The method draws on consumer behaviour theory and farming systems theory. It is based on the assumption that the adoption of agricultural innovations is a highly involving decision for producers. It has been used to identify the markets for innovations in irrigation systems in the horticultural, viticultural, vegetable and dairy industries, breeding practices and animal health practices in sheep and cattle, pest and disease management practises in horticulture and viticulture. While the decision to adopt most innovations is highly involving, we have discovered this is not necessarily so for all innovations. We further describe, in this paper, a fertiliser innovation where involvement appears low. We consider and contrast the different decision styles associated with high and low involvement. We then discuss the implications for identifying the market for low involvement agricultural innovations and for promoting the adoption of low and high involvement innovations in agriculture.
Publication Type: Conference Publication
Conference Details: 14AWITC: Fourteenth Australian Wine Industry Technical Conference, Adelaide, Australia, 3rd - 8th July, 2010
Source of Publication: Proceedings of the Fourteenth Australian Wine Industry Technical Conference, p. 98-103
Publisher: Australian Wine Research Institute
Place of Publication: Glen Osmond, Australia
Fields of Research (FoR) 2008: 150307 Innovation and Technology Management
Socio-Economic Objective (SEO) 2008: 820299 Horticultural Crops not elsewhere classified
HERDC Category Description: E2 Non-Refereed Scholarly Conference Publication
Publisher/associated links: http://www.awitc.com.au/
Appears in Collections:Conference Publication

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