The process of effective influence

The scale of the challenge for knowledge management in any food and agribusiness industry context has to span all dimensions of a “value chain of influence” as shown in the diagram below. 

An approach to influence decisions in any industry sector can’t simply deal with finding and making information available that either researchers or marketers think is important. 

A "push" approach falls flat every time unless a close understanding is achieved (and maintained) of what influences decision and the process of adoption.  Agribusiness sectors have wasted millions in missing targets because they don't understand how people process and make decisions, and the role information plays in those.

A knowledge management system must act on this awareness by addressing all stages in which information is effectively packaged, acted on and successfully applied. 

This applies equally to R&D regarding farming techniques, varietal improvements, and market intelligence.