| dc.contributor.advisor | Theuvsen, Ludwig Prof. Dr. | |
| dc.contributor.author | Iversen, Anna | |
| dc.date.accessioned | 2019-08-23T08:14:45Z | |
| dc.date.available | 2019-08-23T08:14:45Z | |
| dc.date.issued | 2019-08-23 | |
| dc.identifier.uri | http://hdl.handle.net/21.11130/00-1735-0000-0003-C19C-3 | |
| dc.identifier.uri | http://dx.doi.org/10.53846/goediss-7607 | |
| dc.language.iso | eng | de |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.subject.ddc | 630 | de |
| dc.title | An investigation into the achievement of critical mass in digital agricultural startups based on an analysis of German farm management startups | de |
| dc.type | doctoralThesis | de |
| dc.contributor.referee | Clasen, Michael Prof. Dr. | |
| dc.date.examination | 2019-02-07 | |
| dc.description.abstracteng | According to the report of the Food and Agriculture Organization of the United
Nations, due to population growth, food production must increase by 70% by 2050
to meet rising demand (FAO, 2009). Digital agricultural startups are one of the
main players on the market who develop innovations which should assist in
accomplishing this task. However, most of the startups fail during first three years
without achieving critical mass. To understand what kind of obstacles exist on the
market and what marketing strategies might help in overcoming them, 11 in-depth
interviews with international digital startups from developed and developing
countries were conducted. The results of the interviews were verified with help of
data triangulation.
In the next step, the results of the in-depth interviews combined with the theory
about the innovation acceptance and the expert opinion of EIP-AGRI (2015) were
turned into hypotheses about the marketing strategies that lead to achievement of
critical mass on the agricultural market. To verify the hypotheses, German farm
management information system startups were selected. According to the
Gartner’s Hype Cycle, farm management information systems are a mature form
of technology that could be adopted by the mainstream market. Moreover, this
type of technology is one element of precision farming that is actively promoted in
the EU (EIP-AGRI, 2015). The marketing strategies from the telephone interviews were triangulated with the marketing strategies of 9 German online marketplaces. Both the online marketplaces and the farm management information systems improve the value chain in the agricultural field and both technologies use wireless connections to
fulfill their functions. Among the farm management information system startups, PEAT had an extraordinary growth rate, not only in Germany but also in India, Nepal and in
Tunisia. To explore what kinds of strategies contributed to such growth, a case
study about this startup was conducted. The case study revealed a special role
that international organizations play in the growth strategy of the PEAT startup.
The results of the qualitative investigation into the marketing strategies of digital
agricultural startups demonstrated an important role of the technological aspects
such as API and usability of innovation, as well as interpersonal communication for
the achievement of critical mass. Since the number of startups selected for the
research presented here was small, it would be interesting to verify the results
obtained with a larger number of startups when the opportunity occurs. | de |
| dc.contributor.coReferee | Spiller, Achim Prof. Dr. | |
| dc.subject.eng | startup | de |
| dc.subject.eng | digital | de |
| dc.subject.eng | agriculture | de |
| dc.subject.eng | critical | de |
| dc.subject.eng | mass | de |
| dc.subject.eng | marketing | de |
| dc.subject.eng | strategy | de |
| dc.identifier.urn | urn:nbn:de:gbv:7-21.11130/00-1735-0000-0003-C19C-3-6 | |
| dc.affiliation.institute | Fakultät für Agrarwissenschaften | de |
| dc.subject.gokfull | Land- und Forstwirtschaft (PPN621302791) | de |
| dc.identifier.ppn | 1672307643 | |
| dc.creator.birthname | Gubanova | |