[Defending thesis] Romane Guillot: How is digitalization reshuffling the cards between uncertainty and dependencies, analysis of farmers' strategies?

How is digitalization reshuffling the cards between uncertainty and dependencies, analysis of farmers' strategies?

After training as an agricultural engineer at the Institut Agro with a specialization in food systems economics, I wanted to pursue my thoughts on the integration of producers into value chains. My thesis looks at how digital technology is changing the business environment for producers. In particular, I'm looking at the ability of these tools to promote access to short distribution channels and, more generally, to help producers (re)gain control over their commercial environment.
This subject is of particular interest to me, as there is currently little analysis of the use of digital technology by farmers for their commercial activities, whether this involves the use of simple SMS messages or digital platforms such as La Ruche Qui Dit Oui. I am convinced that the transition of food systems will not be possible without producers being recognized for their work and fairly remunerated. This thesis will shed light on the extent to which digital technology can or cannot help achieve these goals.

• Starting date : 1st October 2021
• University : University of Montpellier
• PhD school : EDEG
• Scientific field : Management sciences – Economics
• Thesis management: Anne Mione (MRM, Université de Montpellier)
• Thesis supervisors: Magali Aubert (MoIsa, Inrae) et Federica DeMari
• Funding: #DigitAg – EDEG
• #DigitAg : Cofunded thesis – Axe 1 : Impact des technologies de l’information et de la communication sur le monde rural, Challenge 7 : Intégration de l’agriculture dans les chaînes de valeur,

Keywords: Digital technologies use – Food platforms – Farmers – Resource dependency theory - Transaction cost theory – Marketing

Abstract: Digital technologies hold immense potential to empower farmers and address the agriculture sector's pressing challenges. In a landscape where farmers grapple with diminishing control over marketing due to global market and retailers’ pressures, digital solutions offer some hope. Theoretically, digital tools could facilitate access to and sharing information and potentially shift the power dynamics within agricultural supply chains, especially with the proliferation of online sales platforms. Two theoretical perspectives, Transaction Cost Theory and Resource Dependence Theory, provide valuable insights into these potential transformations, particularly regarding digital technologies' impact on transaction costs and uncertainty in marketing.
We use a mixed-methods approach to measure these effects. We combine quantitative surveys and semi-structured interviews of two groups: vegetable farmers, particularly affected by transaction costs and market uncertainty, and platform managers. We apply various methods, such as propensity score matching and Qualitative Comparative Analysis (QCA), and we focus on the practical use of digital tools, especially the role of online platforms.
Our research findings demonstrate the role of digital tools in mitigating transaction costs and uncertainty in the agriculture sector. However, this impact is not uniform and is influenced by the farmer's marketing strategy (direct or indirect sales) and the specific use of digital tools. Some applications, such as product or practice promotion, are particularly effective, while others, like sharing information with a powerful customer, may not always align with the farmer’s interests. The utility of digital tools for sales organisations, such as platforms, also hinges on the farmer’s objectives. We identify several platform types with distinct governance and intermediation models, each offering varying degrees of control based on the farmer’s strategy.
In conclusion, we argue that digital technologies should be used strategically, depending on the farmer's objectives and commercial situation. Rather than being a one-size-fits-all solution, digital tools are one of several levers farmers can use to regain control over their marketing activities.

Jury compound

• Anne Mione, Professeur des Université, Université de Montpellier, directrice de thèse
• Magali AUBERT, Ingénieur de Recherche, INRAE, co-encadrante de thèse
• Karine LATOUCHE, Directrice de Recherche, INRAE, rapporteuse
• Laurence SAGLIETTO, Professeur des Universités, Université Côte d’Azur, rapporteuse
• Pierre LABARTHE, Directeur de Recherche, INRAE, président de jury
• Fanny LEPAGE, Professeur adjointe, Université Laval, examinatrice
• Anne TOUBOULIC, Associate Professor, Nottingham University Business School, examinatrice

Contact : romane.guillot [AT] umontpellier.fr - Tel: 06.83.56.00.00

Social network: LinkedIn

Articles dans des revues 

• Romane Guillot, Magali Aubert, Anne Mione. Revealing governance forms: the case of French agrifood platforms. International Journal of Retail and Distribution Management, 2024, online first, ⟨10.1108/IJRDM-11-2022-0448⟩. ⟨hal-04614494⟩
• Romane Guillot, Magali Aubert, Anne Mione. Les usages du numérique servent-ils toujours la durabilité des exploitations ? Le cas de maraîchers en France. Économie rurale, 2024, 388, pp.35-54. ⟨10.4000/11s0y⟩. ⟨hal-04613134⟩
• Romane Guillot, Anne Mione, Magali Aubert. Résilience des plateformes alimentaires : analyse du rôle clé des stratégies d’intermédiation. Logistique & Management, 2023, 31 (1), pp.3-16. ⟨10.1080/12507970.2023.2169780⟩. ⟨hal-04003788⟩
• Romane Guillot, Magali Aubert, Anne Mione. Les plateformes numériques de vente : quelle(s) opportunité(s) pour les producteurs ?. Annales des Mines - Enjeux Numériques, 2022, 19, pp.35-40. ⟨hal-03772689⟩

Conférences avec comité de lecture 

• Romane Guillot, Magali Aubert, Anne Mione. Do the different functions of ICTs reduce transaction costs for direct and indirect sales? Analysis based on French market gardeners. 17èmes Journées de Recherche en Sciences Sociales (JRSS), SFER; INRAE; CIRAD, Dec 2023, Saclay, France. ⟨hal-04361949⟩
• Romane Guillot, Anne Mione, Magali Aubert. Les plateformes alimentaires survivront elles après la Covid ? Le rôle clé des stratégies d’alliances pour contrôler l’approvisionnement. 26ème Colloque Etienne Thil, Oct 2023, Tours, France. ⟨hal-04397589⟩
• Romane Guillot, Magali Aubert, Anne Mione. Are we all equal when it comes to reducing transaction costs through ICT? Reflection based on French farmers. XVII EAAE Congress: Agri-food systems in a changing world: connecting science and society, European Association of Agricultural Economics (EAAE); INRAE; L'Institut Agro Rennes, Aug 2023, Rennes, France. ⟨hal-04204654⟩
• Romane Guillot, Anne Mione, Magali Aubert. Le numérique est-il conciliable avec le management responsable des exploitations agricoles ? Enquête auprès des maraîchers français. 32ème Conférence de l’AIMS : Les mutations du management stratégique face aux défis écologiques, numériques et géopolitiques, Association Internationale de Management Stratégique (AIMS); Bureau d'Economie Théorique et Appliquée (BETA); Humanis (EM Strasbourg Business School); Université de Strasbourg, Jun 2023, Strasbourg, France. ⟨hal-04204678⟩
• Romane Guillot, Magali Aubert, Anne Mione. Usages et perceptions du numérique, quels liens avec la durabilité des exploitations maraîchères ?. 16èmes Journées de Recherche en Sciences Sociales (JRSS) INRAE-SFER-CIRAD, Dec 2022, Clermont-Ferrand, France. ⟨hal-03927449⟩
• Magali Aubert, Romane Guillot, Anne Mione. Résilience des plateformes alimentaires : analyse du rôle clé des stratégies d'intermédiation. 27ème Conférence de l'Association Information et Management (AIM 2022) : Les systèmes d'information face à la crise : en quête de résilience ?, Jun 2022, Carry-Le-Rouet, France. ⟨hal-03709939⟩
• Magali Aubert, Romane Guillot, Anne Mione. Commercialisation digitale : l’environnement organisationnel au cœur des arrangements entre plateformes et producteurs. Colloque SFER "Agriculture et numérique", SFER; #DigitAg, Mar 2022, Montpellier, France. ⟨hal-03614841⟩