Development of Digital Economy Strategy and Implementation Approach for Inclusive Growth of Agro-Food Industry

Abstract

Although the agricultural model exists in academic research, there is no such framework that focuses on agro-food strategy in digital economy phenomena considered in Malaysia’s agro-food ecosystem scenario. Hence, there is a need to explore our own digital economy phenomena and come out with a new strategy’s conceptual framework. On the other hand, if agro-entrepreneurs do not understand effective marketing strategies, they may face difficulties in marketing agricultural products well. One source of detailed information based on experience firsthand is an agro-food marketing entrepreneurial expert. These individuals have tacit knowledge of the experiences and difficulties associated with the means of marketing agricultural products. his knowledge then needs to be disseminated among agricultural entrepreneurs so that they know the strategies that are appropriate to the current economic situation. The main objective of this research is to examine the phenomena of Malaysia’s agro-food ecosystem. Therefore the examine phenomena of Malaysia’s agro-food which aim to propose and construct attributes of the phenomena for Malaysia’s agro-food ecosystem and come out with a digital economy strategy and approach framework that describes the phenomena of Malaysia’s agro-food ecosystem. Underpinned by a qualitative approach, an in-depth interview on the agro-food environment is undertaken. This qualitative approach will use grounded theory as a research approach for this study. The output of this study is the framework blueprint as a direction to develop the agro-food sector to become more dynamic, progressive, and sustainable. It addresses the digital economy strategy and approach by every industry under the agro-food sector and sets strategies and action plans. The expected results of this research are a new digital economy strategy and approach framework for Malaysia’s Agro-food ecosystem in order to come out with a digital economy strategy and approach framework with the main focus on improving the efficiency of the agro-food ecosystem in Malaysia.