Social Learning and Innovation at Retail Farmers' Markets
Social Learning and Innovation at Retail Farmers' Markets
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零售农贸市场的社会学习和创新
DOI：
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发表时间：
2004
期刊：
影响因子：
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通讯作者：
G. Feenstra
中科院分区：
文献类型：
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作者：
C. Hinrichs;G. Gillespie;G. Feenstra
零售农贸市场被视为更“公民农业”的关键机构，但人们对它们如何促进小企业创业知之甚少。本文借鉴经济社会学和经济地理学的研究成果，探讨了社会学习在供应商创新中的作用。1999年对加利福尼亚州、纽约州和爱荷华州的农贸市场供应商进行的邮寄调查数据显示，以供应商创新营销实践的强度和供应商成功的企业扩张为代表的商业创新并不算多。通过与客户接触进行社交学习有助于供应商进行更具创新性的营销，而通过与客户和其他供应商接触进行社交学习则增加了供应商向农贸市场以外的其他市场多元化的可能性。某些个人和企业特征也影响了供应商的创新。这表明，尽管社会学习对农贸市场小贩的有益影响很重要，但仍然受到人力资本和结构性因素的制约。
Retail farmers' markets are seen as key institutions in a more "civic agriculture," but little is known about how they promote small business entrepreneurship. Drawing on research in economic sociology and economic geography, this paper examines the role of social learning in vendor innovation. Data from a 1999 mail survey of farmers' market vendors in California, New York and Iowa show that business innovation, as represented by intensity of vendors' innovative marketing practices and vendors' successful enterprise expansion, was modest. Social learning through engagement with customers contributed to more innovative marketing by vendors, while social learning through engagement with customers and fellow vendors increased the likelihood of vendors diversifying to additional markets beyond the farmers' market. Certain individual and enterprise characteristics also influenced vendor innovation. This suggests that, although important, the beneficial effects of social learning for vendors at farmers' markets remain moderated by human capital and structural factors.(Publication abstract)