Social entrepreneurship through digital communication in farming
| Published date | 12 February 2018 |
| Date | 12 February 2018 |
| Pages | 99-110 |
| DOI | https://doi.org/10.1108/WJEMSD-07-2017-0045 |
| Author | Vanessa Ratten |
| Subject Matter | Strategy,Business ethics,Sustainability |
Social entrepreneurship through
digital communication in farming
Vanessa Ratten
La Trobe University, Melbourne, Australia
Abstract
Purpose –Despite the interest in non-profit and sustainable ways of connecting farms to society, less is
known about how to conduct this through digital technology and communication. Thus, the purpose of this
paper is to discuss how to connect farms to society through digital technology and communication.
Design/methodology/approach –In-depth interviews of 15 Australian farmers were conducted in order to
understand their perceptions of how to engage in digital forms of social entrepreneurship and thematic
analysis techniques were utilized to understand the content from the interview transcripts.
Findings –The findings suggest that digital social farm entrepreneurship can be categorized into social
bricoleurs, social constructionists and social engineers.
Research limitations/implications –This typology helps to understand the contextual role farm
entrepreneurs play in rural economies and their place in global societies.
Practical implications –Many Australian farms are in remote locations far from urban centers, which
makes digital forms of social entrepreneurship an important way that farmers can promote social
entrepreneurial ventures.
Originality/value –This paper highlights how there has been a growing interest in developing social
entrepreneurship in Australian farms due to their connection with rural communities and environments.
Keywords Ethics, Values, Social responsibility, Entrepreneurship
Paper type Research paper
Introduction
Entrepreneurship is one of the most important parts of farming as it encourages innovation
and proactive thinking about future trends. In farming, there are often seasonal and
economic changes that make entrepreneurship a necessity. Korsgaard et al. (2015, p. 11)
stated “farming is a form of production is prevalent in the countryside for obvious
geographic and topographical reasons.”Farm entrepreneurs utilize agriculture as a way to
develop creative and/or innovative businesses. This involves the blending of risk taking
with agricultural-related business ventures that enables economic activity to develop.
Farmers are defined in this paper as “those occupied on a part- or full-time basis and
engaged in a range of activities that are primarily dependent on the farm and agriculture in
the practice of cultivating the soil, growing crops and raising livestock as the main source of
income”(McElwee, 2006). In rural locations, entrepreneurs are an important part of the
community and link farms to business development. Bryant (1989) suggested that
entrepreneurs in the rural environment are key decision makers as they are embedded in the
socio-economic environment. However, despite the importance of farmers in rural
economies, more farmers are trying to diversify their businesses away from a reliance on
one supplier or type of crop.
The definition of an entrepreneur in agriculture has changed from a reliance on the
land to include additional value added services such as tourism. McElwee (2006, p. 191)
stated that in the pa st farm entrepren eurs were “synonymous with being a good
craftsman while striving for a high level of production and product quality and making
efficient use of inputs (labor, nutrients, crop protection and energy).”Thishasresultedina
farm entrepreneur being different to a farm manager as they focus on developing
innovations for the future success of their business. This is reflected in farmers
increasingly using new technologies that enable more efficient production methods and
less labor intensive activities.
World Journal of
Entrepreneurship, Management
and Sustainable Development
Vol. 14 No. 1, 2018
pp. 99-110
© Emerald PublishingLimited
2042-5961
DOI10.1108/WJEMSD-07-2017-0045
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/2042-5961.htm
99
Social
entrepreneurship
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