Articles
DIFFERING EXTENSION NEEDS AND PERSPECTIVES FOR PRODUCERS, PROCESSORS AND INDUSTRY RESEARCH AND DEVELOPMENT
Article number
724_39
Pages
303 – 307
Language
English
Abstract
The extension needs and perspectives of manager/decision makers such as growers and processors differ from those of industry research, development and extension (RD&E) stakeholders.
Extension is also a fundamental component of sustainable industry growth and development.
Development of practical extension strategies that work in the real world of business and family decisions, changing technology and environmental imperatives, and the factors that influence RD&E stakeholders must incorporate consideration of these differing needs and perspectives.
The extension system that has developed in response to the needs of the manager/decision maker who is focused on producing products and generating a return (advisory network system) differs fundamentally from the system that has developed primarily to address industry needs (extension campaign system). The advisory network system is a bottom up self regulating system of mutually beneficial transactions that has developed spontaneously.
The manager/decision maker seeks and receives technical, business and problem solving information, advice, services or products through interactions with input suppliers, output purchasers, private or public sector consultants, RD&E stakeholders, and other manager/decision makers.
These groups are often described as intermediate audiences.
The manager/decision maker also obtains information through mass media, information technology and participation in special purpose or general discussion groups.
The extension campaign system is a top down system aimed at meeting industry sector needs by capitalising on opportunities for technical or practice change.
It focuses on larger scale issues and technical or institutional gaps addressing industry sectors or R&D needs and priorities.
These campaigns are often aimed at making more efficient use of inputs (soils, water, chemicals, labour, etc.), and often target intermediate audiences using the advisory network system.
Successful campaigns for specific practice change may result in the acceptance of those management practices by the advisory network system as best management practices.
Extension is also a fundamental component of sustainable industry growth and development.
Development of practical extension strategies that work in the real world of business and family decisions, changing technology and environmental imperatives, and the factors that influence RD&E stakeholders must incorporate consideration of these differing needs and perspectives.
The extension system that has developed in response to the needs of the manager/decision maker who is focused on producing products and generating a return (advisory network system) differs fundamentally from the system that has developed primarily to address industry needs (extension campaign system). The advisory network system is a bottom up self regulating system of mutually beneficial transactions that has developed spontaneously.
The manager/decision maker seeks and receives technical, business and problem solving information, advice, services or products through interactions with input suppliers, output purchasers, private or public sector consultants, RD&E stakeholders, and other manager/decision makers.
These groups are often described as intermediate audiences.
The manager/decision maker also obtains information through mass media, information technology and participation in special purpose or general discussion groups.
The extension campaign system is a top down system aimed at meeting industry sector needs by capitalising on opportunities for technical or practice change.
It focuses on larger scale issues and technical or institutional gaps addressing industry sectors or R&D needs and priorities.
These campaigns are often aimed at making more efficient use of inputs (soils, water, chemicals, labour, etc.), and often target intermediate audiences using the advisory network system.
Successful campaigns for specific practice change may result in the acceptance of those management practices by the advisory network system as best management practices.
Authors
C.M. Drew
Keywords
extension strategies, extension campaigns, information sources, human capacity improvement, accreditation
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