Digital entrepreneurship in agrifood business: a resource bricolage perspective

Purpose The aim of this research paper is to investigate entrepreneurial opportunities through digital technology among agrifood businesses. Specifically, the research paper uses resource bricolage theory to evaluate the various activities that agrifood businesses conduct through digital technology, and whether these businesses realise their full potential from these activities. Design/methodology/approach Data are gathered from 22 semi-structured interviews with representatives of small agrifood businesses. Maximum variation sampling was used to ensure that respondents were representative of different types of agrifood businesses across the food supply chain. Interview data were analysed through thematic analysis. Findings Agrifood businesses engage in a range of activities through digital technology, however, findings point to a continuum of different attitudes among respondents towards the adoption of digital technology, ranging from passive to proactive attitudes. Notable themes from the research identified efficiency and productivity, usability, marketing and connectivity as issues in the adoption of digital technology by agrifood businesses. However, these businesses were less likely to engage in cutting-edge technology activities. Originality/value This research contributes to emerging research on digital entrepreneurship, but particularly on digital entrepreneurship in the agrifood sector. This builds on existing debates relating to the passive nature of agrifood businesses towards growth opportunities. The use of research bricolage is also a novel theoretical approach to research on this topic. The development of a digital technology adoption continuum provides businesses and policymakers with a deeper understanding of how digital entrepreneurship opportunities can be harnessed.