Gross margin accounting as a social practice

It is argued that agricultural gross margin accounting (GMA) is a social phenomenon with the characteristics of an institutionalised practice. This proposition is examined using the new institutionalism in sociology theoretical framework (NIS) drawing on evidence from the literature and interviews. Underlying social, political and functional factors (termed ‘the antecedents of deinstitutionalisation’ by Oliver (1992)) and the fragmentation of business processes at the farm level, suggest that the next few years will test the widespread advocacy of GMA in farm analysis by advisors and consultants.