An empirical study of marketing for guava and its sub-products by farmers in Allahabad: an approach towards agripreneurship through food processing units

Tripathi, Ravindra; Agarwal, Sweta

doi:10.1504/ijbg.2014.063395

Cited by 8 publications

(1 citation statement)

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“…Thus, in recent years, farmers have been presenting innovative products to customers including not only new crops and cultivars (Micheels & Nolan, 2016) but also new forms of packaging and branding (Lewis et al, 2014) that may take environmental issues into account. Other farmers are now processing fresh goods, essentially whenever in surplus, resulting in new products, such as sweets or liquors (Tripathi & Agarwal, 2014) and reducing food wastes. Hence, innovation brings about a positive influence on farm performance (Gellynck et al, 2015).…”

Section: Research Hypothesesmentioning

confidence: 99%

Small agricultural businesses' performance—What is the role of dynamic capabilities, entrepreneurial orientation, and environmental sustainability commitment?

2021

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The role that the resources and capabilities of agricultural entrepreneurs play on both environmental performance (EP) and financial performance (FP) is still unclear. This study analyzes how small farms enhance EP and FP in an inland Portuguese region through the relationship between dynamic capabilities (DCs), entrepreneurial orientation (EO), and environmental sustainability commitment (ESC). Based on a sample of 160 fresh fruit farms and applying a partial least squares structural equation modeling (PLS-SEM), our study concludes that EO and ESC influence EP and FP positively.Hence, farms can achieve competitive advantage through mitigating their profound impacts on the environment as proposed by the natural resource-based view (NRBV).Farms are also improving DCs, but farmers respond to the higher environmental requirements of agricultural markets primarily through research and development (R&D) capabilities and not through marketing capabilities. Having as theoretical supports the NRBV and the DCs, our study contributes to a better understanding of the mechanisms through which entrepreneurs enhance EP and FP in sectors with high environmental impacts such as agriculture. The findings suggest that entrepreneurship training projects may enable farmers to approach food security as a market opportunity and not only as rules they must follow.

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