To help address the issues in the agriculture sector, the Mekong Inclusive Growth, and Innovation Programme (MIGIP) the predecessor of ISA aimed to induce commercial adoption of new and increase the uptake of existing agriculture-appropriate mechanization and technologies among smallholder farmers and strengthen capacity development amongst local private sector partners and commercialisation of their technologies. To make this happen, Swisscontact Cambodia developed the 4S Technology Market Segmentation or, for short, the 4S Model.
The 4S Technology Market Segmentation model (4S model) is a go-to-market strategy that includes 4 Stages of Search, Set Up, Service and Showcase, specifically designed for private sector players to bring new agricultural technology/ machinery to farmers. 4S essentially does market segmentation so that promotion efforts are more targeted.
Through the implementation of the 4S Model newer, better, and more effective techniques and technologies for farmers will be commercialized and so, productivity in farming will rise and the needs for heavy labour in the field will be reduced.
The 4S model aims to be a product offering of Swisscontact as a resource for the private sector, that are interested in technology commercialization.