Information sources and decision making:Where do grapegrowers and winemakers look for information when making decisions about new technologies?

摘要

The adoption of innovations was explored in the recently completed, AGWA funded, Adoption of R&D outputs: Who, what and why?' project. The objectives of the project were to identify who in the wine industry was adopting innovations, what they were adopting, why, and where grapegrowers and winemakers were getting information from when making adoption decisions. In this article the authors, Megan Hill from the Department of Economic Development, Jobs, Transport and Resources in Victoria and Sandy Hathaway, from Felix Business Consulting in Adelaide, present some of the findings of the research project into information-seeking behaviour of grapegrowers and winemakers.THE SUCCESS of Australia's wine industry is largely underpinned by its investment in research and development (R&D) and its willingness and ability to innovate and adopt new technologies, products and processes resulting from this investment. In an increasingly complex and competitive business and market environment, R&D remains crucial.Ensuring Australian grapegrowers & winemakers are aware of the latest R&D outcomes is essential. Actively disseminating information via targeted extension activities has been found to increase interest and encourage uptake of new technologies and practices, referred to as 'adoption'.