Vol.42 Issue.1, 2023 (SPECIAL ISSUE ON DIGITAL TRANSFORMATION CASES)
The Direction of Digital Transformation of Nongwei Greens: The Dilemma towards Customer Management or Farm Management
Nongwei Greens (hereafter as Nongwei) is the first vegetable and fruit packing plant that get traceability accreditation. Top supermarkets such as Carrefour, Shin Kong Mitsukoshi department store, and City’s Super are the major customers of Nongwei. Produces come from 120 hectares of farm, in which a hundred farmers collaborate with Nongwei. With the increase in customer orders, Nongwei suffers from the original documents that process by Excel software. Repeated confirmation of orders takes a lot manpower and time. Inaccurately orders processing lead to loss for produces return and exchange handling. The general manager of Nongwei, Qianyi Huang, begins to think about digital transformation to increase the accuracy and efficiency of the orders processing. On the other hand, Nongwei has been checked by the health units for excessive pesticide residues several times that results from the non-compliance of the pesticide use regulations by the contracted farmers. This results in huge fines and losses. Farm management affects the quantity and quality of vegetable supply. Without digitalization to manage the process of produce planting, and it is difficult to pass verification. Nongwei try to introduce two digital technologies, named “Agrigo” and “Join Farm”, to handle the planting and order processing problems simultaneous. However, resources limitation leads to Nongwei unable to introduce these two digital technologies at the same time. Which should be first? Qianyi Huang is in a dilemma.
Keywords: Digital transformation, Intelligent agriculture, Exploitative transformation, Exploratory transformation
Cheng-Hsui Chen, Ming-Chang Huang, Chi-Hung Chung, Shih-Ping Sun & Wei-feng Nien (2023), "The Direction of Digital Transformation of Nongwei Greens: The Dilemma towards Customer Management or Farm Management," Management Review, 42(1), 169-188. https://doi.org/10.6656/MR.202301_42(1).ENG169