Commercialization behaviour in production agriculture: The overlooked role of market orientation Available to Purchase

Asif Yaseen is Postdoctoral Research Fellow at ARC-Industry Transformation Training Centre, School of Agriculture and Food Sciences, University of Queensland (Australia). He received his PhD Degree from The University of Queensland in 2015, focused on Innovation and Entrepreneurship in Agrifood chains. Prior to his PhD, Asif did MSc in ICT Entrepreneurship from KTH Royal Institute of Technology, Stockholm, and MBA in Management Information Systems and Marketing from Bahauddin Zakariya University in Pakistan. His research addresses the management, marketing, technology entrepreneurship in Agrifood chains and quantitative modeling for businesses. Currently, his research interest has been in Agrifood value chain analysis and understanding the use of ICT in developing smart Agrifood chains.

Kim Bryceson is Professor of Agribusiness at The University of Queensland. Her early research involved using computer and satellite technology for integrated pest management, drought monitoring, site-specific management and agribusiness decision support system development. In academe, she has been involved in agrifood supply and value chain analysis focusing on using various modeling tools to construct supply chain risk assessment and performance management scenarios. She is Director of the Agricultural Remote Sensing Laboratory at UQ’s Gatton Campus, which is involved in the collection of real-time streaming Big Data through an Internet of Things infrastructure for environmental monitoring, agricultural research and teaching.

Dr Anne Njeri Mungai is Chief Agricultural Officer at State Department of Agriculture, Livestock and Fisheries, Nairobi, Kenya. She is a qualified agriculturalist with extensive experience in agricultural extension, research, and development and developing agri-food supply chains in developing countries. She is involved in implementing and monitoring various projects on sustainable agricultural development and improving agri-food systems and food security for the rural poor in Kenya.