Austin, Lucinda L. (author / University of North Carolina at Chapel Hill), Schultz, MaryClaire (author / Elon University), and Gaither, Barbara Miller (author / Elon University)
Format:
Book chapter
Publication Date:
2019
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 102 Document Number: D10898
Notes:
See also D10895., Pages 95-103 in Brigitta R. Brunner and Corey A. Hickerson (editors), Cases in public relations: translating ethics into action. Oxford University Press, New York City, New York. 359 pages., Reports on goals of McDonald's to increase transparency with consumers. While their goals are clear, their actions fall short."
13 pages, via online journal, Purpose: This study examined knowledge sharing mechanisms in coffee IPs and their effect on actor linkages in four districts of Uganda.
Design/methodology/approach: Thirty one respondents from the public and private sector were interviewed using a qualitative approach. Data were analyzed using the Atlas ti qualitative software version 7.5.18 to generate themes for information sources, types and channels. Social network analysis was used to measure the actor centrality positions and influence in the IP network.
Findings: Results revealed seven main categories of actors in the Coffee IPs who shared information on coffee inputs, agronomic practices, processing and markets through three main channels. Level of cohesion was less than 10% which had negative implications on the knowledge flow, trust and collaboration among the actors. Influential positions were occupied by the processors and farmer leaders in IPs in the southern districts of Luwero and Rakai, while nursery operators were most influential in IPs of the western districts of Ntungamo and Bushenyi. Weak linkages within the social networks indicated that initiatives of the actors were fragmented, as each actor acted as an individual detached from the platform activities limiting inter-actor knowledge sharing.
Practical implications: Innovation intermediaries should focus on integrated systemic and innovative approaches to strengthen actor social linkages for knowledge sharing and better platform performance.
Theoretical implications: Actor positions and relationships in innovation networks are critical tenets for fostering knowledge exchange and performance. In an innovation platform, diverse actors are multiple sources for accessing information within a given social and institutional context.
Originality/value: The study contributes to existing debate and knowledge on institutional change in agricultural innovation systems.
"This teaching case provides an example of adopting e-commerce in the interaction and trading activities between participants in the food sector through a typical agricultural products e-commerce company in China." It can be used to teach graduate/postgraduate students in agricultural business, MBA and executive programmes about the agri-food e-commerce business model.
21 pages, via online journal, How an agricultural organization handles the way the media reports a crisis can have an impact on the public’s perceptions of the organization, and sometimes the industry as a whole. The popularity of social media outlets as a venue for disseminating and gathering information and news makes the use of social media surrounding agricultural crises an important topic to investigate (Glynn, Huge, & Hoffman 2012; Hermida, 2010). A qualitative case study was conducted to investigate the use of social media tools during an agricultural crisis. The participants – communications directors, social media managers, and individuals with a close connection to the crisis under study – reported that social media was a major component of their communication efforts surrounding each crisis. Participants felt social media was very effective in these situations and had a major impact on their communication efforts. Although no participants reported using a structured social media strategy or crisis communication plan, they stated a need for such guidelines in the agricultural industry. From the data analyzed in this study, a model for using social media during a crisis situation, aimed specifically for use by those in the agricultural industry, was developed. This project was funded through the USDA's Beginning Farmers & Ranchers Project.
Brunner, Brigitta R. (author) and Hickerson, Corey A. (author)
Format:
Book
Publication Date:
2019
Published:
USA: Oxford University Press, New York City, New York.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 102 Document Number: D10895
Notes:
Book contains 35 case studies about this topic, some of them related to food and drink, the food industry, and environmental quality and natural resources.
Available online at www.centmapress.org, Results indicated that both corporate firms involved in a food fraud case lacked an immediate mandate to address the legitimate stakeholders' claim. "This study adds the action perspective to stakeholder salience theory, providing practical guidelines for marketers in the food sector who face wicked contexts, attempting to achieve transparency and common goals along with their stakeholders."
16 pages., via online journal., Case study examined the efforts of a rural hyperlocal outlet to adapt community traditions as engagement interventions by reimagining "society columns" as community contributors -- and using "liars tables" as listening circles. Findings show promising signs by making the processes of journalism more participatory, allowing residents to represent and share their own stories and cover a wider range of stories that are not exclusively negative. The "liars table" concept "has a steeper road ahead."
Stokes, Ashli Quesinberry (author / University of North Caroline at Charlotte)
Format:
Book chapter
Publication Date:
2019
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 102 Document Number: D10900
Notes:
See also D10895., Pages 145-153 in Brigitta R. Brunner and Corey A. Hickerson (editors), Cases in public relations: translating ethics into action. Oxford University Press, New York City, New York. 359 pages., Examines the methods and effects of Vani Hari and her Food Babe blog as a "viral activist," underscoring that public relations is in new territory.
