INNOVATION MANAGEMENT: A CASE STUDY OF MITR PHOL MODERN FARM

Abstract

         The objectives of the research article were 1) to study innovation management of Mitr Phol Modern Farm, 2) to study the diffusion and adoption of agricultural Innovation, 3) to propose the innovation management model for the Mitr Phol Modern Farm. This is qualitative research conducted by semi-structured interviewing of purposive sampling 11 persons; Mitr Phol executives, Cultivation Promoting Officers and sugarcane growers who are contract faming of of Mitr Phol Sugar Corp., Ltd. In central and Northeastern area, and a financial institution’s executive. In descriptive analysis.

         The results of the study revealed that: 1. Creating management innovation of Mitr Phol Modern Farm, it was found that Mitr Phol brought knowledge and technology from leading sugarcane producing countries to develop it in accordance with the geography, way of life and wisdom of sugarcane farming in Thailand. To make sugarcane farming to increase productivity reduce production costs protect the environment enhance competitiveness in sugarcane and sugar industry 2. The diffusion and adoption of agricultural Innovation showed that the innovation diffusion model mainly used human media. Cultivation Promoting Officers represent Mitr Phol in introducing innovations and communicating with farmers. The dominant factors are contributed to the adoption of innovations are personal and economic factors.          3. Proposing the innovation management model for the Mitr Phol Modern Farm was figured out that Mitr Phol changes the quality of life of sugarcane farmers in a better way, builds a network of sugarcane farmers, improves the quality and quantity of sugarcane production by improving the agricultural process and merging Mitr Phol Modern Farm way to the wisdom of the farmers perfectly and helping them to solve the problems in the community.