Table Of ContentENTREPRENEURIAL
COMMUNICATION IN
AGRICULTURE
THE AUTHORS
Dr. Sankhyashree Roy, born on 20th June 1991,Agartala, Tripura,
completed her Ph D (2019) in Agricultural Extension, Bidhan
Chandra Krishi Viswavidyalaya, Mohanpur, West Bengal under the
guidance of Prof S K Acharya. The thesis was entitled, Entrepreneurial
communication: the process, factors and impact in agriculture and allied
sectors of selected blocks of Tripura and West Bengal. Her profile follows
a brilliant academic career including the University Gold Medal for
securing highest OGPA in M.Sc (Ag). She has qualified ICAR NET thrice, UGC NET
twice, SRF (UPS Rank 3), JRF (UPS Rank 1) and appeared for ARS viva-voce twice.
She participated in several national and international conferences and presented
valuable research papers. She has also been conferred with the “Young Scientist”
award.. She has worked as Junior Research Fellow in a project of FRC – LE under
ICFRE, and also as Assistant Professor in LPU, Punjab. She is currently associated
with a project under ICAR.
Prof. (Dr.) Sankar Kr Acharya, former Head, Dept. of Agril
Extension and Director, Extension Education, Bidhan Chandra
Krishi Viswavidyalaya, Mohanpur, WB. He started his career as
Assistant Professor at BCKV in 1988 and has been in teaching,
research and extension over 30 years. He has published 209 research
paper in National and International Journals and 95 books. He
has so far been awarded with 9 best paper awards in National
and International Conferences. He has also been honoured to be selected as the
Convener of Panel (PE-32) entitled The hunger , poverty and silence, of IUAES,
University of Manchester, UK, 2013 .Co-PI of ICAR and World bank funded project
on Conservation Agriculture. So, far he has successfully guided 16 Ph D scholars
from BCKV, CU, KU, Vidyasagar University.
ENTREPRENEURIAL
COMMUNICATION IN
AGRICULTURE
The Probing and Perception
Authors —
Dr. Sankhyashree Roy
Ph.D. in Agricultural Extension,
Dept. of Agricultural Extension
Bidhan Chandra Krishi Viswavidyala,
Mohanpur, Nadia, West Bengal
Prof. (Dr.) Sankar Kr Acharya
Former Head, Dept. of Agril Extension and Director,
Extension Education, Bidhan Chandra Krishi Viswavidyalaya,
Mohanpur, West Bengal
Maharashtra, India
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© 2023 AUTHORS
ISBN : 9789354614644 (EB)
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Preface
Communication is the process that transfers and receives messages, shares
and creates opinions; while entrepreneurial communication incubates, mentors
and propagates enterprises. The way a teacher communicates to the students is
equally important the way an investor talks to the customers, because, in a sense,
both are entrepreneurs and behaves through entrepreneurial communication.
This is immensely important for the growth and sustainability in agriculture or in
any production process wherein the prime interaction reigns between source and
receiver. There has been need to extract the marker variables impacting on and
characterizing the entrepreneurial communication including information seeking
as well as sharing behavior of farmers in different operating social ecologies. The
social ecology of entrepreneurial communication is comprising of farm production
process, technology back up, input and credit delivery mechanism, operating supply
chain, market segmentation, decision support system and policy formulation for
both micro and macro sociological realities. I think, the book is of a worth creation
to redefine the value and importance of entrepreneurial communication, an integral
part of behavioral psyche and response mechanism to a score of stimuli.
BCKV, Mohanpur Prof. S K Acharya, Ph.D.
Dr. Sankhyashree Roy
Contents
Preface v
1. Prologue 1-8
1.1. Entrepreneurship: The concept and definitions
1.2. Rural entrepreneurship in India
1.3. Opportunities of Rural Entrepreneurship
1.4. Challenges for Rural Entrepreneurs
1.5. Rural enterprise development
1.6. Entrepreneurship and Information Communication Technology
1.7. Communication and Entrepreneurship
1.8. Communication pattern of linkers
1.9. Business communication
1.10. Subliminal method of communication
1.11. Dialogue social enterprise
1.12. Need for Entrepreneurial class
1.13. Need for Technical Business Incubators
1.14. Entrepreneurial process: The stages
1.15. Entrepreneurial behaviour
1.16. Role of incentives and subsidy for encouraging Entrepreneurial behaviour
1.17. Conceptual framework of Entrepreneurship
1.18. New concept of Entrepreneurs
1.19. Entrepreneurship: Steps of creative process
1.20. Need of the study
viii
1.21. General objective
1.22. Specific objectives
2. Review of Literature 9-34
2.1. Concept of Review of Literature
2.2. Contributions of Review of Literature
2.3. Concept of Entrepreneurship
2.4. Concept of Entrepreneurial behaviour
2.5. Entrepreneurial behaviour and social ecology
2.6. Dimensions of Entrepreneurial behavior
2.7. Framework of Entrepreneurial venture
2.8. Entrepreneurship and constrained environment
2.9. A 4-P framework of Entrepreneurship
2.10. Relationship among 4
2.11. Mediation effect
2.12. Entrepreneurial or Business communication
3. Theoretical Orientation 35-49
3.1. Entrepreneurship: The concept and definitions
3.2. Rural Entrepreneurship
3.3. Rural Entrepreneurship in India
3.4. Role of Rural Entrepreneurship in India
3.5. Opportunities for Rural Entrepreneurship
3.6. Challenges faced by Rural Entrepreneurship
3.7. Types of Rural Entrepreneurship
3.8. Rural enterprise development
3.9. Entrepreneurial behaviour
3.10. Entrepreneurial process
3.11. Role of incentives and Subsidy for encouraging Entrepreneurial behaviour
3.12. Entrepreneurship: Steps of creative process
3.13. Entrepreneurship and Information Communication Technology
3.14. ICT Entrepreneurship Model: A New approach for Information Technology
3.15. Need for Entrepreneurial class
3.16. Communication and Entrepreneurship
3.17. Communication pattern
3.18. Communication pattern of linkers
3.19. Entrepreneurial communication
3.20. Business communication
3.21. Subliminal method of communication
ix
3.22. Dialogue Social Enterprise
3.23. Need for Technical Business Incubators
3.24. Reservation versus Dereservation of items for small scale sectors
3.25. Entrepreneurship: The Dynamic need
3.26. New concept of entrepreneurs
3.27. Conceptual framework of Entrepreneurship
4. Research setting and social ecology 50-63
4.1. Area of study
4.2. Tripura at a glance
4.2.1. Mythological period
4.2.2. Historical period
4.2.3. Modern period
4.2.4. Climate of the State
4.2.5. Agriculture
4.2.6. Economy
4.2.7. General information of district West Tripura
4.3. West Bengal at a glance
4.3.1. District Nadia at a glance
4.3.2. General information about the district
4.3.3. Rainfall and temperature
4.3.4. Topography and agro-climatic Characteristics
4.3.5. Irrigation and ground water
5. Research Methodology 64-75
5.1. Concept of Research Methodology
5.2. Locale of Research
5.2.1. Selection of the states
5.2.2. Selection of the districts
5.2.3. Selection of the blocks
5.2.4. Selection of the villages
5.2.5. Selection of the respondents
5.3. Pilot Study
5.4. Methods of Sampling
5.5. Variables and Measurements
5.5.1. The Independent Variables
5.5.2. The Dependent Variables
5.6. Preparation of the schedule
5.7. Tools and Techniques of data collection
5.8. Statistical analysis and interpretation of data
