The objective of this research was to evaluate producers’ perspectives of four key precision agriculture technologies (variable rate fertilizer application, precision soil sampling, guidance and autosteer, and yield monitoring) in terms of the benefits they provide to their farms (increased yield, reduced production costs, and increased convenience) using a best-worst scaling choice experiment. Results indicate that farmers’ perceptions of the benefits derived from various precision agriculture technologies are heterogeneous. To better understand farmers’ adoption decisions, or lack thereof, it is important to first understand their perceptions of the benefits precision agriculture technologies provide.

This study elicits U.S. agricultural producer preferences for five key management success factors: managing output prices; managing production; controlling costs; managing land/equipment/facilities; and managing people. The objective of this analysis was to determine the relative importance of each of the five profit-centric functional areas of management among U.S. farm managers. Significant heterogeneity in preferences was observed over the management areas. Farm managers, on average, placed the highest importance in controlling costs (29% preference share). Differences emerged among groups of farmers in a latent class model where managing people became relatively important to the viability of the agribusiness.

Hoover Seeds is a fictional case study written to illustrate the challenges faced by food and agribusiness firms that are transitioning from small, entrepreneurial businesses to larger, more professionally managed enterprises. Though fictional, the competitive and financial situation of Hoover Seeds is based on realistic facts. The case introduces Dan Hoover, the Chief Executive Officer of Hoover Seeds, Inc., a small, family‐owned and operated seed company in Ohio. Founded by his grandfather, Dan has worked his way up the ranks of the company and, now leading the company, has worked to expand market share. The case study details the sales, production, administration, and finances of the firm. Exhibit A includes a full set of financial statements over four years. The case also has industry context with market, customer, and competitor details.

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