GLOBAL AGRICULTURAL MACHINERY RESTRUCTURATION: NEW STANDARDS FACING AGRICULTURE 4.0

The objective of this paper is to discuss the adoption of standards by agricultural machinery and precision agriculture companies at the international level, within the framework of the changes that are taking place in the strategies of large global firms with the diffusion of the so-called "agriculture 4.0 ". The work delves into the study of the patterns of adoption of the ISO 11783 standard, better known as ISOBUS, to the extent that it has the potential to define the future dynamics of convergence between the agricultural machinery industry and the new digital technologies. To this end, the AEF-ISOBUS database, containing information on the functionalities of the ISOBUS standard implemented by the electronic devices housed in agricultural machinery, is systematized. Finally, it is concluded that the ISO 11783 standard is a reality at a global level and any strategy aimed at the internationalization of companies will be faced with the need to incorporate it. Furthermore, the expansion of large global multi-product agricultural machinery firms into Latin American countries, particularly Argentina and Brazil, and their greater involvement in the production of seeders and other implements, pose a major challenge to the ability of the local industry to maintain its market shares.