E-Business in Agribusiness: Investigating the E-Readiness of Australian Horticulture Firms

This paper explores the e-readiness of firms in the Australian horticulture supply chain. The paper draws from the perceived e-readiness model (PERM) and relies on data collected from a survey of firms in the horticulture sector in Australia. The results indicate that while horticulture firms demonstrate relative organizational preparation for the conduct of e-business, the value network within which they operate does not appear to encourage and support their endeavour. In particular, government and industry associations do not appear to play supportive roles in encouraging the use of e-business among members of the horticulture supply chain. This paper highlights factors that are likely to facilitate or inhibit e-business in agribusiness, an area lacking in research globally. Practitioners such as governments, horticulture associations, growers and growers’ associations, and digital marketplace operators, through understanding the e-readiness factors affecting e-business, can make effective decisions to develop their support, capabilities and offerings respectively. DOI: 10.4018/978-1-4666-1957-9.ch004