| Summary: | This study shows a new methodological proposal for wine farm management, as a result of the progressive development of the technological innovations and their adoption. The study was carried out in Italy involving farmers, workers, or owners of wine farms who are progressively introducing or using precision agriculture technologies on their farm. The methodology proposed was divided in four stages (1. understanding the changes in action; 2. identifying the added value of Smart Farming processes; 3. verifying the reliability of new technologies; 4. adjusting production processes) that can be applied at different levels in vine farms to make the adoption of precision agriculture techniques and technologies harmonious and profitable. Data collection was carried out using a participant-observer method in brainstorming sessions, where the authors reflected on the significance of technology adoption means and how to put them in practice, and interviews, questionnaire surveys, diaries, and observations. Moreover, project activities and reports provided auxiliary data. The findings highlighted the issues of a sector which, although with broad investment and finance options, lacks a structure of human, territorial, and organizational resources for the successful adoption of technological innovations. The work represents a basis for the future development of models for strategic scenario planning and risk assessments for farmers, policymakers, and scientists.
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