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PALGRAVE INTERSECTIONS OF BUSINESS AND THE SCIENCES,
IN ASSOCIATION WITH GNOSIS MEDITERRANEAN INSTITUTE
FOR MANAGEMENT SCIENCE
Agribusiness
Innovation and
Contextual
Evolution, Volume II
Technological,
Societal and Channel
Advancements
Edited by
Antonino Galati · Demetris Vrontis
Alkis Thrassou · Mariantonietta Fiore
Palgrave Intersections of Business and the
Sciences, in association with Gnosis
Mediterranean Institute for Management
Science
Series Editors
Alkis Thrassou
Gnosis Mediterranean Institute for Management Science
School of Business, University of Nicosia
Nicosia, Cyprus
Demetris Vrontis
Gnosis Mediterranean Institute for Management Science
School of Business, University of Nicosia
Nicosia, Cyprus
The science of business has never been independent of other domains. Be
it psychology, economics or information technology, insights from the
realms of social and physical sciences have always naturally intersected
with the theory and practice of business. Focusing on these critical inter-
sections between business and other sciences, this series identifies, expli-
cates and prescribes notions, theories and practices, which individual
sciences are independently unable to do.
Additionally, this series comes at a time when business conditions are
more complex and multifaceted than ever, and are driven by global cul-
tural, socioeconomic and political developments. By exploring the inter-
section of business and other sciences and fields, books in the series offer
unique insights into complex business issues and reveal the ‘marriage’ of
business science with other less obvious disciplines, all the while reflect-
ing the current direction of research. Topics covered include IT & AI,
marketing and psychology, agribusiness and sustainability, engineering,
environmental sciences, social studies and medicine to name a few.
Published in association with Gnosis Mediterranean Institute of
Management Science, University of Nicosia, Cyprus, this series aims to
be at the cutting edge of interdisciplinary scientific knowledge and
responds to the growing call of cross-discipline research.
Each submission is subject to a proposal review and a double blind
peer review. For information on the book proposal process please visit
this website: https://www.palgrave.com/gp/book-authors/publishing-
guidelines/submit-a-proposal
Antonino Galati • Demetris Vrontis
Alkis Thrassou • Mariantonietta Fiore
Editors
Agribusiness
Innovation and
Contextual
Evolution, Volume II
Technological, Societal and Channel
Advancements
Editors
Antonino Galati Demetris Vrontis
University of Palermo Gnosis Mediterranean Institute for
Palermo, Italy Management Science
School of Business, University of Nicosia
Alkis Thrassou Nicosia, Cyprus
Gnosis Mediterranean Institute for
Management Science Mariantonietta Fiore
School of Business, University of Nicosia University of Foggia
Nicosia, Cyprus Foggia, Italy
© The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature
Switzerland AG 2024
This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether
the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of
illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way,
and transmission or information storage and retrieval, electronic adaptation, computer software, or by
similar or dissimilar methodology now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication
does not imply, even in the absence of a specific statement, that such names are exempt from the relevant
protective laws and regulations and therefore free for general use.
The publisher, the authors, and the editors are safe to assume that the advice and information in this book
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The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
1 Overview
of Agribusiness Technological, Societal and
Channel Advancements 1
Antonino Galati, Mariantonietta Fiore, Meliz Bozat,
Demetris Vrontis, and Alkis Thrassou
1.1 Introduction 1
1.2 The Need for Advancements in Agribusiness 4
1.3 Sustainability in Agribusiness 5
1.4 Sustainability Challenges in Agriculture 6
1.5 Technological Adoption in Agribusiness 8
1.6 Agriculture 4.0 as an Adoption of Technology in
Agribusiness 9
1.7 Challenges of Technology Adoption in Agribusiness 10
1.8 Discussion 12
1.9 Conclusion and Implications for Theory and Practice 15
References 17
2 Acceptance
and Adoption of Emerging Digital
Technologies by Agribusinesses in Low and
Middle-Income Countries 25
Tarek Ben Hassen, Hamid El Bilali, and Chedli Baya Chatti
2.1 Introduction 25
2.2 Challenges and Issues of Agriculture in the LMIC 28
v
vi Contents
3 The
Italian Agrifood Supply Chain Sustainability
Through Technological Heritage Redesign and New
Relationships 55
Maria Rosaria Marcone
3.1 Introduction 55
3.2 Theoretical Framework 57
3.3 Methodology 59
3.4 Findings 65
3.5 Some Concluding Reflections 72
References 73
4 Using
Big Data Analytics in Supply Chain Management:
Implications from a Sustainable Perspective 79
Suja R. Nair and Riad Shams
4.1 Introduction 79
4.2 Research Method 82
4.3 Literature Review 83
4.3.1 Big Data Analytics/BDA 83
4.3.2 Information Flow, BDA and Supply Chain
Management 83
4.3.3 Building a Link Between BDA, Dynamic
Capability (DC) and Stakeholders’
Contents vii
5 Towards
a Taxonomy of Multi-Agent Simulation
Models to Determine Disruptive Technology Adoption
Behaviour in the Wine Industry103
Michael Paul Kramer, Joe Viana, Rolf A. E. Mueller,
Claus-Hennig Hanf, and Jon H. Hanf
5.1 Introduction 103
5.2 Background 105
5.2.1 Agri-Food Networks Viewed as Complex
Adaptive Systems 105
5.2.2 Simulation of Complex Systems 107
5.2.3 Taxonomy of Simulation Models 108
5.3 Research Aim and Method 114
5.4 Potential Applications of Multi-Agent Modelling to
Agricultural Economics 116
5.5 Results and Discussion 118
5.6 Conclusion 122
References124
6 Digitalisation
and Integrated Information Systems in
the Agri-Food Sector131
Aleksandra Figurek, Alkis Thrassou, Leonidas Efthymiou, and
Demetris Vrontis
6.1 Introduction 131
6.2 Methodology 134
viii Contents
7 Transforming
Rural Agribusinesses with Digital
Marketing: A Case of Coffee Planters in India153
Aishwarya Singhal and Jyothsna Appaiah Singh
7.1 Introduction 153
7.2 Literature Gap and Research Questions 155
7.3 Literature Review 156
7.3.1 Theory 156
7.3.2 From Marketing to Digital Marketing in
Agriculture157
7.3.3 Digital Marketing Transforming Rural
Agribusinesses159
7.4 Methodology 160
7.5 Results and Findings 162
7.5.1 State of Affairs: Coffee Marketing in India 163
7.5.2 Challenges in Adopting Digital Marketing 166
7.5.3 Advances in Use and Acceptance for Digital
Marketing168
7.6 Discussion and Implications 170
7.7 Conclusion 171
References172
8 Tourist
Entrepreneurship as the Driver for the
Transformation of Rural Women’s Role179
Marko D. Petrović, Dunja Demirović Bajrami, and Adriana
Radosavac
8.1 Introduction 179
8.2 Literature Background 183
Contents ix
9 Investigating
the Supply Chain Performance of
Agribusiness Firms from the IT Capability and
Government Support Perspectives209
Ranjan Chaudhuri, Sheshadri Chatterjee, and Demetris Vrontis
9.1 Introduction 209
9.2 Literature Review and Theoretical Underpinning 211
9.3 Hypotheses Development and Conceptual Model 213
9.3.1 IT Capability 213
9.3.2 Moderating Role of Government Support (GS) 215
9.4 Research Methodology 216
9.4.1 Research Instrument 216
9.4.2 Collection of Data 217
9.5 Analysis of Data and Results 218
9.5.1 Measurement Properties 218
9.5.2 Discriminant Validity Test 218
9.5.3 Moderator Analysis (Multigroup Analysis) 219
9.5.4 Common Method Bias (CMB) 220
9.5.5 Hypotheses Testing 221
9.6 Results and Discussion 221
9.7 Implications 223
9.8 Limitations and Future Scope 225
References226
x Contents
10 Do
Blockchain-Based Innovative Solutions Improve Wine
Brand Loyalty? A Case Study of a Winery in Mendoza,
Argentina235
Antonino Galati, Nino Adamashvili, Parisa Sabbagh, and
Mariantonietta Fiore
10.1 Introduction 235
10.1.1 Research Context 235
10.1.2 Study Aims, Approach, and Structure 238
10.2 Literature Review 240
10.2.1 Brand Loyalty 240
10.2.2 Digital Innovations in Establishing Brand
Loyalty241
10.2.3 The Role of Blockchain Technology for
Strengthening Brand Loyalty 243
10.3 Results and Discussion 244
10.3.1 Current Challenges for Wine Brand Loyalty 244
10.3.2 Blockchain-Based Innovative Solutions to
Enrich the Customer’s Value Propositions 245
10.3.3 Blockchain-Based Innovative Solutions to
Improve the Wine Company Brand 246
10.4 Conclusions, Implications, and Future Research
Directions248
References249
11 Economic
Indicators in Cereal Production in EU259
Aleksandra Figurek, Elena Semenova, Joao Miguel F. Rocha,
Alkis Thrassou, and Naziyet Uzunboylu
11.1 Introduction 259
11.2 Methodology 263
11.3 Results 266
11.4 Conclusions 276
References279
I ndex283
Notes on Contributors
xi
xii Notes on Contributors
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