Diffusion of Social Innovation: the Innovation Provider’s Perspective

Social innovation (SI) is a potential solution to various problems and challenges in the agriculture sector. Agri-tech start-ups can be considered important agents for developing SI In Indonesia, agri-tech are also expected develop sustainable agricultural development medium-term national plan 2020–2024. Using multiple case studies, this paper attempts complement currently available literature deepen knowledge regarding differences between traditional innovation. This research discusses role of business organizations, represented by start-ups, SI, observing diffusion model innovation-decision process. identifies characteristics theoretically complemented with empirical description. Three models leading different types processes communication channels identified. Several internal external factors influencing process, hold bridging roles that vary according company characteristics. Practical implications successful provided.