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Developing a Model for Information and Communication Technology Innovation Diffusion among Small and Medium sized Agribusiness Enterprises in Southeast Nigeria

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Title: Developing a Model for Information and Communication Technology Innovation Diffusion among Small and Medium sized Agribusiness Enterprises in Southeast Nigeria


1
School of Computing Engineering Information
Science Weekly
Research Seminar
February 3rd 2010
Developing a Model for Information and
Communication Technology Innovation Diffusion
among Small and Medium sized Agribusiness
Enterprises in Southeast Nigeria
Presenter
Principal Supervisor Dr David Wainwright Head
(IMI) Research Group
Bartholomew Aleke School of Computing,
Engineering Information Sciences University of
Northumbria at Newcastle upon Tyne UK
2
Researcher's Profile Re Bartholomew Ituma Aleke
BSc, MSc. Information Management Innovation
(IMI) Research Group
Bartholomew is a Nigerian student married to Dr
(Mrs) Linda Aleke and the father of Master
Michael Aleke. Currently undertaking PhD research
with School of Computing Engineering Information
Science (CEIS) Northumbria University at
Newcastle upon Tyne UK. The researcher has
successfully completed his Masters Degree in
Business Information Technology (BIT) from
Northumbria University in 2003.
The researcher happens to hail from the Agrarian
part of Nigeria The Southeast Nigeria. And
having studied Agricultural Economics Extension
at degree level I was privileged to discover that
product development and marketing problem of the
rural actors at the countryside of Southeast
Nigeria agricultural communities has long and
chequered history. My employment as
Administrative Officer have enabled me to have
actively participated in rural sociology amongst
the proprietors of small and medium Agribusiness
enterprises at this geographical zone. I have
adapted my postgraduate studies in Information
systems to understand the communication pattern
of these farming communities. Having identified
that Agribusiness has a great stake in the
national economy and it is employing reasonable
number of the population, I therefore developed
further interest in diffusion of innovation study
as to explore the perception of the agribusiness
managers on adopting technological innovation as
to improve their business process. In view of
the above, I am currently undertaking doctoral
research with Northumbria University school of
Information Science where I am exploring the
perception of proprietors of small agribusiness
enterprises on adoption of information and
communication technologies (ICTs) particularly
those technologies that enable e-business. The
academic papers published from this work is
emphasizing the impact of ICTs in agribusiness
processes of developing economies especially if
one is looking at it from policy perspectives.
3
INTRODUCTION
  • Presentation Format
  • Background to Research
  • Research Methods
  • Results/Findings
  • Achievements/practical implications

4
Problems Identified
  • Marketing of Agricultural products
  • e.g Rice, Beans, Vegetable oil, cassava,
    animal products.
  • Social Exclusion

5
How this research came about
Perceived usefulness Perceived ease of use ?
Davis (1998)
6
The innovation under study-UNIDO ICT centres
Each-centre is estimated at 66,000
7
E-Business Objective of the ICT innovation
8
Why the researcher is involved(MSc project)
9
Where is Agribusiness SMEs now?
10
Current diffusion of innovation pattern
Adapted Rogers (1983)
11
Expectation!!!!
12
What next?
re-focus agribusiness proprietors
13
How will it happen?
Rethinking Diffusion of innovation- Identified
research areas
My area of interest
Diffusion of innovation
13 of 17
29/10/2015
14
Research Methodology Overview
  • Qualitative Research
  • Exploring how diffusion of innovation theory
    informed by social
  • Social network theory can enable the
    effective diffusion of ICT
  • innovation within a social context.
  • Relevant Social Group Small and Medium Sized
    Agribusiness
  • Enterprises in Southeast Nigeria. (case study
    group)

15
Interpretive case study
  • Phenomenological approach- Research in a real
    natural world setting
  • The resulting methodology can also be regarded as
    an anti-positivism (Garfinkel, 1967) where
    interaction is seen as a natural process of
    everyday living (social reality)
  • Template Analysis- Develop codes a priori
  • Satisfies the call for more rigour and depth in
    IS case study research
  • that produce thick descriptions and deeper
    insights. (Walsham, 1995., King, 2004) It is a
    concurrent rather than a retrospective approach

16
Philosophical orientation underpinning
research- Social
Constructionism
  • social constructionism is in line with the
    position that quality research is produced not so
    much by routinely following a set of mechanical
    procedure or formulae, but rather by insight and
    creativity. Such insight and creativity comes
    from rigour and a perfect set of procedures
    including coding method and inter-coder
    reliability (Baskerville and Wood-Harper, 2002).
    According to Butt and Parton (2005), there are
    three main reasons or adopting social
    constructionism as a philosophical stance
  • Social constructionism provides a paradigm that
    philosophically embraces the use of mixed methods
    and mixed model designs.
  • Social constructionism eschews the use of such
    metaphysical concepts that cause much endless
    (and often useless) discussion and debate.
  • Social constructionism presents a very practical
    and applied research philosophy.

17
Literatures Theories Underpinning Research
  • Diffusion of Innovation Theory (DOI)
  • Rogers, (1983)-Innovation, Task, Individuals,
    Environment and Organisation
  • Technology Acceptance Model (TAM)
  • Davis, (2003) perceived usefulness and
    perceived ease of use
  • Social Network Theories (SNT)
  • Bandura, (1986)-Social Learning Theory
  • Newell Simon (1972)-Social Protocol Analysis
  • Lamb (1989) Actor Network Theory

18
(No Transcript)
19
Adapted Framework- Gallivan (2001)
20
Road-map on Diffusion of Innovation Process
21
Social Network Concepts-Web 2.0 technology
(namesdatabase.com)
22
Events in the Research
23
Qualitative data collection
  • Document Analysis
  • Observation/Field notes
  • Focus Group Discussion at Abakaliki

8 Rice producer SMEs 10 poultry SMEs 3 tractor
hire services SMEs 2 Quarry industries 1
Fertilizer producing company 3 Vegetable oil
producing SMEs
  • 27 Semi-structured Interviews

24
Results
Coding and Categorisation
25
Observations and Field Diary
26
Theory Building
Information Communication Technology Facilities
27
Diffusion of Information and Communication
Technology Innovation Factors
28
Risk, Uncertainty and Trust
29
Diffusion of Technology Innovation Barriers
30
Disruptive Attributes of ICT Innovation
31
End- Users Integration and Relationship Building
32
Validity of Results
HU PDs_main_Analysis File C\Documents and
Settings\Scott Rogan\My Documents\PDs_main_Analysi
s Edited by Super Date/Time 2009/03/06 -
143042 ----------------------------------------
Codes-Primary-Documents-Table --------------------
-------------------- Code-Filter All PD-Filter
All PRIMARY DOCS CODES 1
2 3 4 5 6 7 8 9 10 11 12 13 14
15 16 17 18 19 20 21 22 23 24 25 26
27 --------- Totals
--------------------------------------------------
--------------------------------------------- "he
rritage"/"culture 1 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 1 "no one is a monopol
0 0 0 1 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0
0 1 "re-invention" of in 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 1 1 able to use
computer 0 0 0 0 0 0 0 0 0 0
0 0 1 0 0 0 0 0 0 0 0 0
0 0 0 0 1 access to foreign ma 0 0
0 0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 1
1 Accessibility 0 0 0 0 0 0
0 0 0 0 1 0 0 0 0 0 0 0 0
0 0 0 0 1 0 0 2 accessries
0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0 0
0 1 1 active participation 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0
0 1 0 1 0 0 0 0 0 0
2 actualisation of ICT 0 0 0 0 0 0
0 0 0 0 0 0 0 0 0 0 0 0 0
0 0 0 0 0 0 1 1
33
Achievements
Practical Implication of Findings Social Network
Enabled Diffusion Process
34
Diffusion Framework Developed
35
Contribution to knowledge
  • This study has successfully determined the
    relative influences of established diffusion of
    innovation factors in small and medium sized
    Agribusiness enterprises within the context of a
    developing economy (Southeast Nigeria).
  • A unique perspective has been identified on the
    methodological identification of factors that
    influence the diffusion of innovation
  • Rich case study data has been compiled on the
    adoption of UNIDO ICT centre innovation from a
    representative sample for qualitative
    semi-structured interview among Southeast Nigeria
    SMAEs
  • An up-to-date exploration has been conducted of
    Nigeria Information and communication technology
    policy initiatives and Information technology
    innovation adoption indicators.
  • A representative and contextual review of
    literature on diffusion of innovation has been
    presented.
  • The identification of two factors relative
    satisfaction and relative convenience as
    diffusion of innovation factors that plays
    greater role in shaping the decision of
    owner-managers of Agribusiness enterprises
    towards adoption of the innovation.

36
Recommendation for future studies
  • First, this research identified that diffusion of
    innovation informed by social network theory
  • enables effective diffusion of innovation and
    impacts positively on the maturation of the
    innovation. It will be interesting to see future
    studies adapt some economic models to explain
    likelihoods Like diminishing returns and skewed
    patterns of adoption in the rate of maturation.
  • Secondly, given that this study was drawn on a
    small sample size in southeast Nigeria, this has
    affected the generalisation of the results.
    Therefore it is important that future research be
    drawn from a larger sample size that may cut
    across several cultures.

37
Publications
  • Journal Articles
  • Policy Issues of e-commerce Technology Diffusion
    in Southeast Nigeria The Case of Small Scale
    Agribusiness
  • Conference paper
  • ICT Adoption in Small Scale Agribusiness in
    Nigeria
  • A Mixed Qualitative Approach to Assessing IS/IT
    Project Failures
  • Papers under Review
  • Diffusion of ICT innovation A developing Country
    Perspective
  • Binomial attributes of Atlas.ti software in
    coding and categorisation of qualitative data
    using template analysis.

38
End !
Thanks God Bless
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