The decision-making strategy in Cordoba's agricultural sector differs between regions and appears to be influenced by generational change.

Resumen

This paper analyzes decision‐making strategies in agricultural firms in the province of Córdoba (Argentina), focusing on regional differences and the extent to which generational turnover conditions the adoption of Research and Development (R&D) strategies. Based on 102 surveys conducted across six agro‐productive clusters, the study examines the sociodemographic characteristics of decision‐makers (such as age, education level, and management structure) and their relationship with innovation investment, perceived barriers, and organizational models. The results indicate that decision‐making strategies are not homogeneous at the provincial level. Both territorial location and generational structure significantly influence how decisions are made, the openness to innovation, and the strategic role assigned to R&D. Distinct territorial poles with younger and senior management profiles are identified, along with intermediate localities that operate as organizational transition spaces. Higher educational attainment emerges as a key factor enabling more sophisticated diagnoses of innovation barriers, moving beyond explanations based solely on lack of interest. Overall, the findings show that agricultural firms in Córdoba are undergoing a process of decisional and organizational transformation, strongly shaped by generational renewal and territorial context. These results highlight the need for innovation policies that incorporate territorial and generational perspectives, aimed at strengthening local capacities and fostering more competitive and sustainable agricultural development.