Entrepreneurial Communication in Agriculture The Probing and Perception

Communication is the process that transfers and receives messages, shares and creates opinions; while entrepreneurial communication incubates mentors and propagates enterprises. The way a teacher communicates to the students is equally important the way an investors talks to the customers, because, in a sense, both are entrepreneurs and behaves through entrepreneurial communication. This is immensely important for the growth and sustainability in agriculture or in any production process wherein the prime interaction reigns between source and receiver. There has been need to extract the marker variables impacting on and characterizing the entrepreneurial communication including information seeking as well as sharing behavior of farmers in different operating social ecologies. The social ecology of entrepreneurial communication is comprising of farm production process, technology back up, input and credit delivery mechanism, operating supply chain, market segmentation, decision support system and policy formulation for both micro and macro sociological realities. I think, the book is of a worth creation to redefine the value and importance of entrepreneurial communication, an integral part of behavioral psyche and response mechanism to a score of stimuli.


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