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Abstract Innovation of agricultural enterprises is the key to promoting adjustment of industrial structure. In use of grounded theory, analyzes about 70,000 words ecoinnovation data of ten agricultural enterprises in Yangling district of Shanxi province, investigates operating process of agricultural enterprises ecoinnovation, acquires 131 concepts and 24 categories, and constructs an ecoinnovation model of agricultural enterprises with respect to the basis, value chain, and consequence of ecoinnovation model. The model is built upon analysis of data collected in rigorous surveys, indicates creation of agricultural ecoinnovation in refinement and comprehensiveness of components, and offsets biases toward empirical methods in ecoinnovation research.
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