A METHOD OF ANALYSIS OF KNOWLEDGE CREATION FOR THE AGRIBUSINESS REALITY

Abstract

This paper aims to develop a dynamic method of analysis of knowledge creation for the production link of agribusiness in Brazil and Australia based on the Nonaka and Takeuchi (1997) model. The research is a descriptive study, using both qualitative and quantitative data. The investigation has involved two cases using documentation and in loco observation, questionnaire, interview and focus group instruments. The locations under study have been Rio Grande do Sul, Brazil and Queensland, Australia. Data have favored the development of a dynamic method of analysis of knowledge creation in the production link of agribusiness. The results have demonstrated that there are some differences and similarities between farmers in a cooperative context (Cooperativa Tritícola Mista Alto Jacuí – Cotrijal) in Brazil and farmers individually conducting business in Australia. In order to occur knowledge creation, group relationships and leadership in property, communities of practice (CoPs) and cooperatives are necessary. Cultural aspects and relation styles have seemed to exert strong influence over the occurrence of changes and to broaden the effects of CoPs, which may support knowledge creation. A CoP is not an organized technological process, but a social and cognitive process and, like this, its creation does not seem to be dependent only on technology, but also on the establishment of informal relations, in which the individuals use those environments to define their values and attitudes to the processes of change. The way farmers conduct their business may affect the mode of knowledge creation. For instance: on a farm with people constantly interested in interacting, questioning and innovating, there is more scope to transform tacit knowledge into explicit one; and when people are more open to innovation and questioning their practices, there seems to be more possibility to create a field of interaction in which knowledge may be created. This study shows that there is a large gap between farmers’ knowledge and their ability to develop an attitude that enables improved business success.