Knowledge management for marketing communication innovation in organic agricultural business of young smart farmers

dc.contributor.advisorWichian Lattipongpunth
dc.contributor.authorRATTANAWADEE SETTHAJITth
dc.date.accessioned2023-12-12T07:16:12Z
dc.date.available2023-12-12T07:16:12Z
dc.date.issued2023th
dc.date.issuedBE2566th
dc.description.abstractThe study conducted qualitative research with 20 prototype young smart farmers in organic agriculture to explore various ways and types of agriculturists in organic farming and its effects on themselves and the agricultural society. The research focused on decoding learned lessons and knowledge of marketing communication in the organic agricultural business. The key findings of the study were as follows: Growth of Organic Agriculture: Organic agriculture in Thailand experienced significant growth during the past decade (2011-2021). The new generation of farmers entered the organic business in various forms, driven by both push and pull factors. Push Factors: The push factors motivating young farmers to engage in organic agriculture included reasons such as escape, self-exploration, relaxation, prestige, nostalgia, kinship enhancement, social interaction, knowledge confidence, and the challenge it presented. Pull Factors: The pull factors attracting young farmers to organic agriculture encompassed economic, socio-cultural, geographic, policy/government, and technological factors. However, economic and socio-cultural factors were given the most weight and importance by the young smart farmers. Types of Young Smart Farmers: The study identified three types or forms of young smart farmers entering organic agricultural business: complete agriculturists, parallel or in-tandem agriculturists, and passionate agriculturists. Over time, these farmers adapted their approach to suit their needs, conditions, preferences, and working styles. Supply Chain Approach: Young smart farmers operated their organic agricultural businesses throughout the supply chain, incorporating agroecology principles. This approach involved upstream, midstream, and downstream operations, emphasizing the interconnectedness of goals and networking. Communication skills were crucial for establishing common understanding within the supply chain. Outputs and Consequences: Engaging in organic farming had multiple concrete and abstract outcomes. Concrete consequences primarily manifested in the economic and health dimensions, meeting individual needs. Abstract consequences redefined the meaning of “agriculturist,” extending beyond production and encompassing all aspects of agricultural supply chains. Organic agriculturists were perceived as having a good life, dignity, knowledge, and a promising future. Knowledge Management and Communication: Young smart farmers demonstrated knowledge management skills aligned with the diverse requirements of the organic farming business. Effective communication, including marketing communication, played a vital role in knowledge management. The entire supply chain operated as a reflection of the organic agricultural business, necessitating information synthesis and knowledge creation. Input communication involved information seeking, information management, and data or information storage and retrieval. Output communication included marketing communication goals, strategies, receivers, message design, media creation, communication frequency, and space. Overall, the study highlighted the motivations, adaptations, and outcomes of young smart farmers in organic agriculture. It emphasized the importance of effective communication and knowledge management throughout the supply chain in achieving success in the organic farming business.th
dc.format.mimetypeapplication/pdfth
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/6715th
dc.language.isoength
dc.publisherNational Institute of Development Administrationth
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.th
dc.subjectKnowledge Managementen
dc.subjectMarketing Communication Innovationen
dc.subjectOrganic Agricultural Businessen
dc.subjectYoung Smart Farmersen
dc.titleKnowledge management for marketing communication innovation in organic agricultural business of young smart farmersth
dc.typetext--thesis--doctoral thesisth
mods.genreDissertationth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth
thesis.degree.grantorNational Institute of Development Administrationth
thesis.degree.levelDoctoralth
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