A criticism to the classical technology innovation approach. A case study of greenhouse use in the Horticultural Belt of La Plata

Abstract

This aim of this work is to critically analyze the classical technology adoption-diffusion approach. In order to do this, a general study of Rogers’s technology adoption approach is first performed. A case study is then carried out in which we describe and analyze the onset and expansion of the most important horticultural sector’s innovation: the use of greenhouse technology in the area of La Plata. Together with these two sections, we discuss how pertinent this innovation approach is and we show that Rogers’s model fails to explain small horticulturists’ behavior in the face of this technological landmark. Finally, a novel perspective is presented which may very well supplement this classical approach.