Virtual organizations : a case study of the Polish agricultural sector

Abstract

PURPOSE: The aim of this study is to diagnose the activity of virtual organizations in Polish agriculture and to determine the importance of trust in their formation and development.

DESIGN/APPROACH/METHODOLOGY: An approach based on Gioia methodology was applied. Five organizations created by farmers to sell their products directly to consumers were deliberately selected. In each case, the farmers collaborated to build the foundations of a virtual organization. The study involved the method of a diagnostic survey and an interview questionnaire as a research instrument.

FINDINGS: Modern information and communications technologies allow for the effective shortening of the distance between organizations potentially interested in cooperation. The empirical research involving Polish organizations of farmers operating in the virtual space shows that the crucial element determining their success is building consumer trust through providing high-quality products and delivering them on time.

PRACTICAL IMPLICATIONS: It has been found that for buyers of food products quality is the highest value. Confidence in the quality of products resulting from the previous experience or the experience of friends was a decisive motive for placing orders.

ORIGINALITY/VALUE: Identification of the factors determining the functioning of virtual organizations in the agribusiness sector in Poland.