Abstract

Effective information sharing is essential for supply chain efficiency amid global digital transformation. This study examines the factors influencing information-sharing practices in Vietnam’s lychee supply chain, with a focus on market orientation, social embeddedness, personal motivation, and technology adoption. We employed a qualitative case study approach, conducting semistructured interviews with farmers in Hong Giang Commune, Bac Giang Province. The findings reveal that social embeddedness has a significant impact on the efficiency of information sharing, promoting collective communication while limiting the depth of insights. Market orientation faces challenges due to demand uncertainty, and technology adoption remains constrained despite its possibilities. The study underscores challenges such as dependence on intermediaries and demand fluctuations, providing insights into enhancing information-sharing practices within agricultural supply chains.

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