How To Increase the Adoption Rate "Study of Rice Crop Protection Agriculture Industry"

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Warseno, Jarot and Noguera, Jose and Koeshartanto, Koeshartanto and Zaini, Mohammad Farid and Afandi, Rudy (2011) How To Increase the Adoption Rate "Study of Rice Crop Protection Agriculture Industry". Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

Bayer CropsScience successfully developed a technology "Bayer Tabela" o Improve crops and harvesting results on rice fields. Bayer Tabela (Tanam Benib Langsung is a method of rice cultivation by direct seed planting with a simple and efficient modified tool called "Baytani" seeder. The technology was designed to help farmers to improve their efficiency by reducing labor costs for planting, reducing water requirements, and shortening the time required for planting Environmentally speaking It can also reduce the methane gas emissions (CH4) compared to transplanted rice, which needs flooding water through most of the season. Upon completion of the two year field implementation (2009 and 2010), Bayer CropScience conducted a project financial target vs actual comparison to evaluate the project current profitability and projected the financial indicators throughout the project evaluation period (2010-2020. The evaluation showed under performance in both hectares acceptance by farmer and twin pack adaptations packs. The below expectation result Bayer Cropscience to assigned our group to re-evaluate the project implementation and marketing strategies in order to close the gap and accomplished the project initial targets. The analysis of primary and secondary stakeholder data, using the unified theory of acceptance and use of technology, micro model of consumer responses and the use of ethnography allow this investigation group to identified the low level of effort expectancy, social influence and poor facilitating conditions as major causal factors for the technology low adoption rate. It also allows the development of recommendation to improve the technology acceptance performance. Some of the recommendation included: improvement in the campaign/promotion, redesigned the micro communication strategy. redefine the innovation adoption models, etc.

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Library > GFP (Group Field Project)
Depositing User: Indriana Apriyanti
Date Deposited: 20 Jan 2020 03:17
Last Modified: 20 Jan 2020 03:17
URI: http://repository.ipmi.ac.id/id/eprint/478

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