Elucidating the binary of entrepreneurial communication in farmer producer organizations (FPOs): The localite vs. cosmopolite information system

The current study conducts an in-depth investigation into communication strategies employed by FPOs, explicitly focusing on the interaction between two distinct paradigms: the Localite and Cosmopolite Information Systems. This research was carried out in the 5 villages of Uttar Dinajpur and Nadia districts of West Bengal. For the state, districts and Villages were selected through purposive selection method. A sample of 75 FPO members were selected using a combination of both random and non-random snowball sampling techniques. The collected data underwent meticulous analysis through stepwise regression to identify key variables that significantly impact communication dynamics within FPOs. Further, a path analysis has been conducted to evaluate the direct and indirect effects of a set of variables acting on the localite and cosmopolite channels. The localite strategy places a strong emphasis on community-centred engagement and knowledge sharing, nurturing localized identity and self-reliance. In contrast, the cosmopolite approach underscores global perspectives, promoting innovation and adaptability to shifting market trends. The study uncovers challenges and opportunities associated with each paradigm, offering insight into how FPOs navigate the delicate equilibrium between upholding local authenticity and achieving global competitiveness. The outcomes contribute to an enriched understanding of effective communication strategies within FPOs. By dissecting the dynamics of both localite and cosmopolite information systems, this research offers valuable insights for FPO leaders, policymakers, and stakeholders dedicated to nurturing the prosperity of smallholder farmers in an interconnected world. As FPOs continue to serve as drivers of agricultural progress, this study equips them with refined communication insights to steer sustainable growth and empower communities.