MOTIVATIONS AND OBSTACLES OF DIGITAL TRANSFORMATION IN AGRICULTURAL ENTERPRISES IN BÉKÉS COUNTY

Berczi, Eszter – Vas, Zsófia

Keywords: Keywords: digital transformation, agriculture, SME JEL: Q10, R10

DOI: https://doi.org/10.53079/GAZDALKODAS.68.4.t.pp_348-370
One of the most defining megatrends of our time is digitalization, which is also apparent in sectors that are weaker in adopting emerging and new technologies. Digitalization holds new opportunities for agriculture, addressing issues such as extreme weather conditions, feeding the growing population, and problems arising from geopolitical conflicts. Technology can enhance productivity and promote sustainable agriculture. Enterprises that lag in digital transformation may face significant competitive disadvantages. In Békés County, agriculture plays a prominent role, facing numerous opportunities and challenges related to digitalization. This research seeks to identify the motivations and obstacles in the introduction of digitalization among agricultural enterprises. According to the literature, higher profitability is the most motivating factor, while the lack of secure data storage is the most hindering factor in digital transformation. However, a survey of enterprises conducted by the Békés County Agricultural Association, which has decades of experience, revealed that efficiency-enhancing factors such as reducing production costs and increasing yields are the most important motivating factors, while issues related to applicability are the primary hindrances to businesses in digital transformation. Interviews conducted with representatives of the Association indicate that these characteristics mainly stem from the duality of the area, the duration of land leases, and generational changes.
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