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Industry Performance and Digital Disruption: Unleashing Possibilities for the African Farmer
Authors: Susanna E Botwood, Richard Chinomona, Krishna K Govender
Number of views: 372
This study investigated digital maturity elements and possible disruptive technology
platforms to test whether these elements contain the “secret recipe” for African farmers to gain
access to markets and unleash their performance possibilities to alleviate poverty and increase the
African farmer’s income. To empirically test four research hypotheses, data was collected from a
sample of registered farmers and co-ops in databases from ProAgri, PanGlobal and TLU, and
analysed using SPSS and the Smart PLS statistical software. It became evident that the most
important antecedents of digital maturity in the industry are cultural aspects as well as the
technology capabilities and digital platform capabilities positively influenced digital organisational
performance. Managerial implications of the research findings are discussed, and limitations and
future research directions are indicated.