The digital and technological transformation at Breier Farm

Jósa Flóra (2025) The digital and technological transformation at Breier Farm. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

My thesis explores how Breier Farm, a traditional family business is transitioning into a more digital and automated operation. I focus on how tools like a webshop and robotics can support the farm’s growth, improve efficiency, and help the business stay competitive ina rapidly changing market. I begin by introducing the background of Breier Farm and explaining why modernization has become necessary. I describe how customer expectations have shifted over time and how people now want easier access to products, online ordering options and more convenience. As I researched this topic, I realized that digital transformation isn’t just about technology as it’s also about changing ways of thinking, processes and relationships with customers. A key part of my thesis is the development of the farm’s webshop. I explain why I chose to study this process and how creating an online platform can help the farm expand its reach and better serve customers. I analyze what steps are needed to design and launch the webshop, including platform selection, product presentation, logistics, and branding. Throughout this research, I noticed the challenge of balancing digital growth while maintaining the farm’s authentic, local identity. Another major focus of my work is the role of automation and robotics in farming. I explore how certain tasks like feeding, packaging, or repetitive physical work can be supported or replaced by machines. I evaluate both the benefits and risks: increased efficiency and productivity on one side, and financial investment, training needs, and cultural resistance on the other. As I worked on this section, I realized how technology affects not just business operations but also employees and long-term strategic planning. To support my findings, I connect the case of Breier Farm to broader trends like smart farming, digital agriculture, and direct-to-consumer business models. I compare similar examples and use theoretical frameworks to evaluate readiness, risks, and potential benefits. While writing, I discovered that Breier Farm’s situation is not unique many traditional agricultural businesses are facing the same questions about technology, identity, and future growth.In the final part of the thesis, I reflect on what the transformation has achieved so far and what still needs improvement. I also offer recommendations, such as improving digital marketing, integrating data analytics, or strengthening customer feedback systems. My goal was not only to analyze but to provide practical suggestions that support real implementation. Overall, my thesis tells a story of transition. Through my research, I learned that digital transformation is a journey that requires patience, strategy, and willingness to change. By studying Breier Farm, I gained insight into how tradition and innovation can coexist and how a business rooted in heritage can build a future with modern technological support.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	21th century, economic development, family business, family-owned business enterprises succession, sustainability
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:49
Utolsó módosítás:	2026. Júl. 09. 11:49

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