Abstract:The pesticide market in Indonesia is highly competitive which leads the companies to constantly develop marketing strategies. Pesticide companies assign Field Assistants (FAs) to execute the promotional efforts and knowledge delivery to farmers to increase the sale. This study aimed to investigate FA roles as a promotional agent in technology dissemination to support their tasks in demand creation and technology adoption, respectively. The study was conducted from October to December 2020 in North Sumatra Prov… Show more
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