ABSTRACT
This chapter focuses on the suggestion for potential avenues for research given the need to revise and develop new insights and theories on how organizations exist and function in this business context. Despite the significant benefits and the efforts of many institutions to pave the way for Smart Agriculture, there are still many organizations coping with challenges in adopting digitalization. Since technological innovation and institutional change are tightly interwoven, they both have profound effects on the evolution of the agri-food industry. Nonetheless, while most studies have focused on the motivations driven by the characteristics of adopters or follow-the-trend behaviors in adopting innovation, a lack of research exists in exploring adopters’ motivations. To summarize, the chapter argues that the agri-food industry presents dynamics that are interesting for scholars, given its peculiar characteristics in terms of institutional, societal, and competitive dynamics as well as considering the deep transformation that digitalization is causing.
