Historically research about diffusion has largely been focused on rates of adoption and explanations for them. This is a matter of secondary importance, arguably, to the question of the likely total level of adoption. In the case of agricultural innovations total adoption can be expected to be...

The presence or absence of structural change in meat demand is critical to marketing decision making. If change is present, marketing bodies need to know what underlies the change so that the most appropriate response can be identified. Marketing theory is considered as a possible source of more...

The structure of the agriculture sector in Australia appears to pose a fundamental constraint to 'product marketing' and 'value-adding' initiatives. A case is presented in this paper for the degree of search activity for differentiation and expansion opportunities to be related to measures of...