Determinanten zur Akzeptanz der Einführung digitaler Technologien im genossenschaftlichen Agrarhandel

Munz Jana () and Doluschitz Reiner
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Munz Jana: Forschungsstelle für Genossenschaftswesen und Institut für Landwirtschaftliche Betriebslehre, Fachgebiet für Agrarinformatik und Unternehmensführung, Universität Hohenheim, Schwerzstraße 46, 70599 Stuttgart, Deutschland
Doluschitz Reiner: Forschungsstelle für Genossenschaftswesen und Institut für Landwirtschaftliche Betriebslehre, Fachgebiet für Agrarinformatik und Unternehmensführung, Universität Hohenheim, Schwerzstraße 46, 70599 Stuttgart, Deutschland

Zeitschrift für das gesamte Genossenschaftswesen, 2020, vol. 70, issue 4, 283-307

Abstract: The use of digital technologies is classified as necessary in order to face the intensified competitive situation that is taking place along the entire agrofood value chain. The agricultural trade cooperatives must also adapt accordingly to a digital transformation of the business model. Therefore, this article uses an empirical survey of managing directors of agricultural trade and commodity cooperatives to analyze the extent to which a distinction can be made between digital technologies with regard to the expected values of use and between different actual values of the attitude towards the acceptance of digital technologies. Overall, a so-called attitude acceptance towards the implementation of digital technologies at the cooperatives could be proven. Personnel and financial as well as strategic and operational factors could be identified as the greatest challenge on the way to the implementation of digital technologies. Opportunities that arise from the cooperative network must therefore be used in a targeted manner in order to cope with challenges and jointly cushion risks.

Date: 2020
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DOI: 10.1515/zfgg-2020-0020

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