Strategic management implications for the adoption of technological innovations in agricultural tractor: the role of scale factors and environmental attitude

Technological innovations in agricultural tractors have revolutionised farming, increased labour productivity and reduced operator's hazards. The purpose of this paper is to analyse the relation between agricultural tractors’ technological innovations and farm size, as well as users’ attitude on environmental impact of agricultural tractors according to their age and years of activity in the farm. Results, concerning Italy, highlight that high technological innovations of tractors are associated to larger farms, which are managed professionally by more efficient and sophisticated agricultural machineries. Empirical evidence also shows that the older the tractor adopters are and the longer they have been working in agriculture, the higher is their commitment to environment protection and safe working conditions. These results could be important for critical strategic management implications to spur technological innovation in agricultural tractors that better satisfy farmer's needs and to support the fruitful adoption of innovations for an efficient and safe modern agriculture.