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Digitizing Marketing in Agriculture: Leveraging Information Communication Technologies for Success in Zimbabwe

Digitizing Marketing in Agriculture: Leveraging Information Communication Technologies for Success in Zimbabwe

Option Takunda Chiwaridzo, Rodwell Musiiwa, Tariro Hlasi
Copyright: © 2024 |Pages: 26
ISBN13: 9798369320112|ISBN13 Softcover: 9798369347959|EISBN13: 9798369320129
DOI: 10.4018/979-8-3693-2011-2.ch007
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MLA

Chiwaridzo, Option Takunda, et al. "Digitizing Marketing in Agriculture: Leveraging Information Communication Technologies for Success in Zimbabwe." Sustainable Practices for Agriculture and Marketing Convergence, edited by Jabulani Garwi, et al., IGI Global, 2024, pp. 151-176. https://doi.org/10.4018/979-8-3693-2011-2.ch007

APA

Chiwaridzo, O. T., Musiiwa, R., & Hlasi, T. (2024). Digitizing Marketing in Agriculture: Leveraging Information Communication Technologies for Success in Zimbabwe. In J. Garwi, R. Masengu, & O. Chiwaridzo (Eds.), Sustainable Practices for Agriculture and Marketing Convergence (pp. 151-176). IGI Global. https://doi.org/10.4018/979-8-3693-2011-2.ch007

Chicago

Chiwaridzo, Option Takunda, Rodwell Musiiwa, and Tariro Hlasi. "Digitizing Marketing in Agriculture: Leveraging Information Communication Technologies for Success in Zimbabwe." In Sustainable Practices for Agriculture and Marketing Convergence, edited by Jabulani Garwi, Reason Masengu, and Option Takunda Chiwaridzo, 151-176. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-2011-2.ch007

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Abstract

This chapter explores the transformative role of ICTs in revolutionizing agricultural sector of developing nations like Zimbabwe. By scrutinizing the current state of traditional and inefficient agricultural marketing in Zimbabwe, the study advocates for the potential of ICTs to enhance competitiveness and profitability. The benefits of digitizing marketing include minimizing information asymmetry, facilitating price discovery, expanding market linkages, improving financial access, and enabling traceability. Simultaneously, the paper delves into key challenges such as infrastructure limitations, skills gaps, affordability issues, gender disparities, and cultural factors that must be addressed. To create an enabling environment for digitizing agricultural marketing, the study recommends targeted policy and regulatory interventions. It concludes that strategic investments in ICT infrastructure and the capacity-building of farmers are crucial to fully unlock the potentials of ICTs, leading to improved incomes and enhanced rural livelihoods in Zimbabwe.

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