12 pages, via online journal, This study, underpinned by the Resource-Based View and its association with the Relational View, contributes to the existing cross-disciplinary literature involving economic geography, tourism and marketing by extending the current understanding of the relationship between firms' value co-creation activities and sales performance in the context of rural wine producing firms. Specifically, by investigating how a firm's competitor orientation (possessing and acting upon knowledge of competitors) affects the relationship between firms' capabilities to engage in value co-creation activities and sales performance. This investigation utilises a multi-level qualitative investigation within small-to-medium-sized, New Zealand wine producers engaging in various value co-creation activities (wine hospitality and tourism such as accommodation and restaurants through to wine sales, including at cellar doors). The methods employed involved 40 interviews across 20 businesses; observations of cellar door employees in all 20 firms; and collection of archival data. The findings reveal that by having a high degree of a competitor orientation, the enhanced value co-creation activities can help individual companies improve sales performance and support cluster sustainability, including via repeat tourism. However, results vary among competing businesses based on the product-markets served, where illustrations of potential tensions highlight the need for the management of complementary relationships, within and across clusters (the latter typically being to serve overseas markets). This study consequently offers new unique insights that explain strategies affecting not just an individual firm's performance, but also, the sustainability of other businesses.
14 pages, via online journal, Water quality is a complex issue and residential fertilizer can be one of the many contributors to poor water quality. Working with residential audiences to help them understand and reduce their impacts on water quality is an important task among many agricultural education and Extension professionals. In order to effectively work with residential audiences, we must first understand what influences their intent to engage in fertilizer best management practices. In this research, we paired the Diffusion of Innovations and Elaboration Likelihood Model to examine the influence of perceptions of an innovation’s characteristics, personal involvement with water, and communication on intent to engage in fertilizer best management practices. The communication was presented to experimental groups as a 35-second video about fertilizer best management practices. Data were collected via a survey instrument and were analyzed using inferential procedures. Four of the five characteristics of innovations significantly influenced intent to engage in fertilizer best management practices among the control group. However, all five characteristics were significant among the entire sample but the influence was less compared to the control group. Involvement increased intent while the video treatments had little effect. The results of the research support existing findings, but also offer areas of new discovery as well as insights for practice and additional study. Future research should examine the repetition of communication as well as different dimensions of involvement.
Anderson, Kathleen P. (author), Pulec, Kate E. (author), Skelly, Christine D. (author), Wright, Ashley D. (author), Greene, Elizabeth A. (author), and University of Nebraska
Michigan State University
University of Arizona
Format:
Online journal article
Publication Date:
2020-02
Published:
United States: Extension Journal, Inc.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 132 Document Number: D11361
9 pages., via online journal, Our multistate group of state horse specialists produced and evaluated impacts from six webinars and online short courses (webinar plus additional content) addressing current industry issues: pasture-associated laminitis, equine herpesvirus-1, disaster preparedness, sales fraud, rescues/rehoming, and manure management. We identified no differences in perceived knowledge gained from webinars or short courses; however, results suggest that participation in short courses versus live webinars may be more useful for making positive management decisions. Short course participants also reported greater potential for cost savings as a result of completing the education. On the basis of the study, we offer recommendations for developing effective online Extension education programs.
