Early adoption of Industry 4.0 technologies in the agricultural sector: A phenomenological analysis

ABSTRACT The adoption of Industry 4.0 technologies is generating an expansion of new capabilities in traditional sectors such as agriculture, giving rise to the AgTech phenomenon. However, the speed of adoption varies according to the characteristics of farmers and the relationships between them and a set of actors within an ecosystem that can favor or hinder innovation. The literature recognizes the importance of early adopters in the process of technology diffusion. Therefore, this article aims to characterize the profile of early adopters of Industry 4.0 technologies and to identify the main drivers and obstacles in the process of early adoption in the agriculture. A phenomenological study was carried out in the region of Mar y Sierras in Argentina, and eight actors were interviewed. The findings allow the identification of key actors, considered as referents, outside the companies that offer or demand the technologies, who favor the early adoption. Emphasis is placed on the adoption of technologies that meet the real needs of the sector and the region to make their impact visible and generate a spillover effect among laggard adopters. This work highlights the different modalities of linkages between actors for the adoption and diffusion of new technologies. Finally, although the region is not a pioneer in the adoption of AgTechs, it is recognized that there is an institutional density that encourages the early adoption of technologies, which presents an opportunity for public policy makers to develop strategies and join public–private articulation efforts to dynamize the ecosystem.