Diffusion of Innovations in Relation to Precision

AgricultureBy: Mark E. Frieouf

Recognition of a Problem or Need

• Problem– Over applying of chemical (fertilizer, herbicides, etc.)– .95 million metric tons annually leached into

Mississippi River• Need– A way of producing more food for a growing

population with the same amount of farm land– World population expected to be 9 billion in 2050

Development• Development of an innovation is the process of putting a new

idea in a form that is expected to meet the needs of an audience of potential adopters.

• Key Developers & Researchers of Precision Technology– Oklahoma State University– Purdue University – Ohio State University– University of Missouri – Penn State University

Commercialization• Commercialization is the production, manufacturing, packaging,

marketing, and distribution of a product that embodies an innovation.

• Companies – John Deere(GreenStar)

– Trimble(Ez Steer)

– NTech (GreenSeeker)

Adoption of Innovations

• Perceived Attributes of an Innovation– Relative Advantage– Compatibility– Complexity– Trialability– Observability

Relative Advantage• Relative advantage is the degree to which an innovation is perceived as being better than the idea it

supersedes.

• Related Examples– Is AutoSteer and automatic row shutoff more efficient than planting with only

markers?– Is variable rate N application better than uniform application of the whole

field?

• Also….• Is the adoption of the innovation economically feasible ?

• Are there any incentives for adopting?

Compatibility• Compatibility is the degree to which an innovation is perceived as

consistent with the existing values, past experiences, and needs of potential adopters.

• Related Examples– Do I have the equipment that I need to be able to use this new

technology?

– Does this new technology relate to the kind of farming I practice and want to continue to practice?

– Am I willing to spend the money it will take to acquire everything I need to be able to use this technology?

Complexity(negatively related to its adoption)

• Complexity is the degree to which an innovation is perceived as relatively difficult to understand and use.

• Related Examples– Do I have the knowledge and skills to be able to operate the new

systems?– How long is it going to take me to learn the new system?

• Also….• Are there means of learning how to use the product such as seminars,

informational videos, etc…

Trialability• Trialability is the degree to which an innovation may be experimented

with on a limited basis.

• Related Examples– Am I able to experiment with this technology , before I purchase it.

– Could I maybe go to someone who has incorporated the new technology within there operation and experiment with it there.

Also….• Trialability is more relevant to early adopters because they have no

precedent available to follow.

Observability• Observability is the degree to which the results of an

innovation are visible to others. • Related Examples– Can I see the technology at work? ( Yield, N efficiency,

more profit, etc..)Are other farmers experiencing obvious benefits after adopting this technology?

Adopter Categories

Innovators- Interested in new ideas. Usually have control of substantial financial resources.

Early adopters- Usually locals who are respected for their previous success and feel like they must make judicious innovation decisions to maintain a central position in the communication network of a system.

Early Majority- Adopt just before the average member of a system. They interact frequently with their peers but are not leaders of their social system.

Late Majority- Usually skeptical. Adopt new ideas just after the average member of a system. May be a result of economic necessity or the result of increasing peer pressures.

Laggards- Traditional. The last in a social system to adopt an innovation. Almost isolated in their social networks. The point of reference for the laggards is in the past. Tend to be suspicious of innovations , decisions are primarily made by what has happened in the past.

Consequences

• Consequences of Adoption– Financial Problems related to the initial investment

of purchasing new precision systems.

• Consequences of Rejection-- Over usage of chemical and seed which in turn

result in less profit.-- Environmental Issues due to over use of chemical.

Thank You

Questions???