May 12, 2016
Moore & Warner and HighPath Consulting have released a new white paper:
Beyond the Hype: How Agricultural Technology Wins Customers and Creates Value.
Co-authors Jonah Kolb of Moore & Warner and Arne Duss of HighPath Consulting focus on overcoming the adoption challenges agtech companies face in selling to farmer customers, and the go-to-market strategy implications for new and developing technologies.
The 5-page paper examines the structural and competitive dynamics behind farmer decision-making and uses Geoffrey Moore’s Chasm Model of the technology adoption curve to discuss ways new agtech offerings move from early adopters to pragmatic paying customers.
To request a copy: