Decision support systems adoption by emerging farmers in the wine industry : a case study of the Western Cape, South Africa

Abstract

The wine industry is complex hence the farmers and emerging farmers who operate in it are faced with environmental, social and economic constraints. Even though various issues have been pointed out to be contributing to the slow uptake of ICT by emerging farmers (Cox, 1995), McCartney (2007) however pointed out that DSSs can enhance gains in economic, social and environmental benefits. This study investigates how wine farmers use ICTs to support decision making in order to assist emerging farmers adopt and use the ICTs for decision making. Decision making is crucial; it is one of the most important tasks of management in running a successful business (Dralega, 2007). Emerging farmers have to operate in a complex environment and ICT use can lead to the effective use of information to support decision making in the industry. Experienced farmers use ICT tools to support decision making and use information to make informed decisions in their operations. Emerging farmers are at a distinct disadvantage as they have no previous knowledge of farming and have to find their way on a day to day basis. This has the potential of reducing profitability and sustainability of the emerging farmers who have entered the industry. The main research question is: "how can emerging farmers utilise ICT for decision making in the wine industry in the Breede River Valley region in the Western Cape?" Interviews were done to gather primary data. In this case it is information about the technological and information needs of farmers which might help them in decision making. The literature is reviewed in this study to gather secondary data. The study took an inductive approach and the epistemological stance in this study is interpretivism. The case study was used as strategy for the study. The interviewees emphasised the importance of ICTs in their decision making; they mentioned that without the use of ICTs in decision their businesses will crumble. In order to prosper in their business, emerging farmers need to invest in ICTs as this will also assist in improving livelihoods of the farmers and their workers.