Improving communication and increasing adoption of innovations in the beef industry

Moreland, Hayley & Hyland, Paul (2013) Improving communication and increasing adoption of innovations in the beef industry. Journal of Science Communication, 12(2), pp. 1-17.

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Agriculture has adopted many scientific innovations that have improved productivity. The majority of innovations in agriculture have been communicated to end users through a simple diffusion and dissemination model. However, as the science underpinning the innovations becomes more complex, research and development organizations need to look at better ways to communicate their innovation to end users. This paper examines innovations in the beef industry in Australia and investigates how complex innovations are being communicated and identifies the nature and level of communication with end users and the role of intermediaries. The findings support the need for greater involvement of end users in the innovation development process and a more vibrant two-way communication process between scientists, intermediaries and end users. The results also suggest that the traditional diffusion processes are insufficient to ensure high levels of awareness and adoption.

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ID Code: 59814
Item Type: Journal Article
Refereed: Yes
Keywords: Innovation, Beef Industry, Adoption
ISSN: 1824-2049
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Innovation and Technology Management (150307)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
Copyright Owner: Copyright 2013 Hayley Moreland & Paul Hyland
Deposited On: 09 May 2013 22:33
Last Modified: 27 Jun 2013 06:57

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