Real-time image sharing system: Urban farm stand management facilitated by information resources and market orientation

Urban Farm DB summary

A 2026 qualitative longitudinal case study interviewed nine farmers in Tokyo who use real-time image sharing (RTIS) for direct-sales marketing, assessing their information resources, market orientation, and firm performance before and after adopting RTIS. It finds that RTIS use helps farmers accumulate information resources and subsequently adopt a more market-oriented approach, with shipping efficiency improving especially among farmers who initially had limited information resources but some degree of market orientation. Farmers also developed process innovation integrating information resources and market orientation, and those who adopted process innovation after RTIS implementation saw improved farm stand sales through optimized shipping.