Segmentação de Produtores Rurais Baseada em Estilo de Vida: Uma Aplicação no Mercado de Fertilizantes

Este artigo procurou determinar se os produtores rurais são diferenciados por estilos de vida. Como a segmentação por estilos de vida contribui para o desenvolvimento de uma estratégia de marketing no agronegócio focando a indústria e o mercado de fertilizantes. Os 263 produtores entrevistados nesta pesquisa foram agrupados em cinco clusters distintos. Ficou demonstrado na análise de dados que existem fortes indícios para diferenciar produtores rurais por estilos de vida conforme suas atividades baseadas em: valores profissionais e pessoais, personalidade, preocupações, objetivos de vida, objetivos do negócio, satisfação e opiniões

Brazilian farmer perception of dynamic capability and performance over the adoption of enterprise resource planning technology

Haberli Júnior, C., Spers, E. E., Oliveira, T., & Yanaze, M. (2020). Brazilian farmer perception of dynamic capability and performance over the adoption of enterprise resource planning technology. International Food and Agribusiness Management Review, 23(4), 515-528. https://doi.org/10.22434/IFAMR2020.0029The study investigates the perceptions of the effects and impacts on the performance of agricultural and livestock farms based on the view of obtaining dynamic capabilities by the adoption of enterprise resource planning (ERP) technology. The dimensions for measuring farmers’ perceptions of ERP adoption were technological, organizational and environmental and their diffusion and the impacts measured on dynamic capabilities were on internal operations, costs, sales and natural resources. A total of 502 farmers directly involved in managing the production, located in the main agricultural areas of Brazil were interviewed. The results indicated that the perception of obtaining dynamic capabilities in the farms by adopting the ERP was significant, but with lower levels in costs and natural resources. The influence of farm size on ERP adoption and its perception on farm performance was not significant. The proposed model proved to be adequate and can be validated and compared with other producing regions.publishersversionpublishe

The case of the Midwest of Brazil

The object of this study is to investigate the determinants of adoption of Enterprise Resource Planning (ERP) technology in agricultural farms located in the Central-West region of Brazil. The data was collected from 200 in-depth interviews with soy, corn and cotton farmers from the State of Mato Grosso, Brazil. Structural Equations methodology was used to analyze the data and hypothesis. The conceptual model was proposed by combining Diffusion of Innovations and Technology-Organization-Environment theories. The results provide information to agribusiness owners, managers and administrators to promote and incentivize the use of ERP. Politicians and farmers can evaluate each scenario and support their political and administrative decisions through the evaluation of socioeconomic and environmental performances of agricultural exploration as a result of technological innovation. This leads to a need for an analytical tool for the farmers, with the objective of supporting the adoption of optimized ERP for agri-food activities.publishersversionpublishe

Performance, farmer perception, and the routinisation (RO) moderation on ERP post-implementation

Haberli Junior, C., Oliveira, T., Yanaze, M., & Spers, E. E. (2019). Performance, farmer perception, and the routinisation (RO) moderation on ERP post-implementation. Heliyon, 5(6), [e01784]. https://doi.org/10.1016/j.heliyon.2019.e01784This study discusses the perceptions of the routinisation effects on the post-implementation and post-adoption of the enterprise resource planning (ERP) in farms. A theoretical model and nine hypotheses were proposed using factors according to the literature of resource-based view (RBV) approach and on the ERP impact on farm performance perceptions. This study contributes to the literature by testing empirically the moderation effect of routinisation on the RBV. A qualitative interview was applied to larger farmers where ERP was already in use and for the quantitative approach a sample of 448 answers was collected composed of 74% grain farmers, 14% cattle raising and milk producers, and 13% sugar cane and fruits farmers. The results reveal that the model explains 63% of the variation in the impact on farm performance. Our results show that routinisation moderates only the relationship between the impact on internal operations with impact on farm performance. The conclusions confirm the necessity to expand the RBV approach to the farmer perceptions, exploring other factors like the benefits and the impact of natural resources in the routinisation process. Finally, we propose a discussion of the development of Agriculture 4.0 in a resource-based view for the development of competitive advantage in the context of farms.publishersversionpublishe

Brazilian farmer confidence in business performance

The aim of this article is to understand how rural producers in Brazil generate their investment expectations in terms of their costs, productivity, and other macroeconomic variables related to agricultural production. This study contributes to the formulation of more efficient public policies that take into account not only market information, but also the expectations of farmers. Based on data from a survey that calculates the rural producer confidence index in Brazil, non-parametric tests were performed to assess the equality of responses attributed by them in different periods, configured as crop development and harvest start, during 2014 and 2017. The results indicate that the farmer’s behavior is sensitive to changes in the market and his business. Productivity is seen as a long-term expectation. The cost of production and the sale price have generated short and medium-term expectations