Real-time image sharing system

Urban farm stand management facilitated by information resources and market orientation

Abstract

Direct sales of agricultural products account for a significant portion of sales in urban areas; therefore, efficient management contributes to the sustainability of urban farming. Recent innovations in real-time image sharing (RTIS) have emerged as tools for urban farmers to improve their direct sales efforts, allowing both farmers and customers to view real-time images of their farm stands. However, how farmers manage information for direct sales within their business models remains poorly understood. In particular, little is known about how RTIS implementation improves farm stand management and how farmers’ information resources and market orientation influence this process. To investigate this, we conducted qualitative longitudinal data collection using a case study approach, interviewing nine farmers in Tokyo who used RTIS for direct-sales marketing. We assessed their information resources, market orientation, and firm performance before and after adopting RTIS. Our findings indicate that RTIS usage helps farmers gather information resources and subsequently adopt a market-oriented approach. Farmers can improve their shipping efficiency after accumulating information resources and enhancing market orientation, especially if they initially have limited information resources but a certain degree of market orientation at the time of RTIS implementation. Farmers also develop process innovation as a strategy integrated with their information resources and market-oriented approach. Additionally, farmers who optimize their shipping systems can improve their farm stand sales, particularly if they adopt process innovation after RTIS implementation. We conclude by discussing the academic and practical implications of our study, along with agricultural policies that support effective RTIS use, considering regional characteristics.