Productivity in agriculture is the prime mover for economic growth and sustainability. A new dent in Indian agriculture has been conspicuous through an entrepreneurial revolution and socialization across the terrains of farming communities. The reason why there has been a sharp contradiction between productivity and livelihood has been intrigued with the issues of communication disruption impacting on the flow and pace of entrepreneurial growth. The lack of entrepreneurial proficiency has been attributive to poor level of technological socialization. The book reflects the binary of entrepreneurial communication and livelihood dynamics. The post graduate teaching and research in agricultural extension need to accentuate and assimilate the binary of communication and productivity. In his direction the book, as we expect, shall generate a fillip and plethora of trajectories through an empirically tested extension concept and research. The new age global agri-entrepreneurial phenomena, entangled with business ecosystem, will keep on harping more and more with experimental communication to successfully execute the Sustainable Development Goal as preached by UN on a global scale

Introduction Entrepreneurial communication is an action intended to forge a relationship with the other party in order to affect their interest, attitude, and behavior. This is due to the fact that it is never done without considering how it would affect both qualitative and quantitative outcomes. A person can transmit or receive information about another person’s needs, wants, perceptions, knowledge, or emotional states through the act of communicating. In the context of entrepreneurship, communication refers to a set of procedures for exchanging knowledge and understandings between individuals who are engaged in a predetermined or novel situation. Every interaction that takes place during communication involves a shift and is dynamic. Since it is dependent on interaction and a transaction between speakers, communication cannot be understood s a straightforward process of transmission. The planned actions and activities are not hindered because the emission and reception occur simultaneously, with h the transmitter acting as both a receiver and a transmitter. The process of sending and receiving signals as knowledge, feelings, emotions, skills, talents, attitudes, activities, etc. is known as entrepreneurial communication. In terms of information sharing about events, situations, involvement, impact, adaptation, etc., it is built on interactions between business owners, educators, and educated youth.

Concept of Review of Literatures The Review of literature is a systematic, explicit, and reproducible method for identifying, evaluating, and synthesizing the existing body of completed and recorded work produced by researchers, scholars, and practitioners. The Review of literature is also a resource paper, which includes the current knowledge including substantive findings, as well as theoretical and methodological contributions to a particular topic. These are available mostly in academic and scholastic journals. Review of literature provide the basics for research in nearly every academic f ield. The aim of review of literature is to highlight what has been done so far in the field of interest and how our findings are related to earlier research. The review of literature also indicates the following by providing referential inputs. (i) Approaches (ii) Methods (iii) Variables used (iv) Statistical procedure (v) Expected results (vi) Provides theoretical background to our study. (vii) Helps justify how our findings are related to our body of knowledge in our field of research. (viii) Establishes a link between what we propose to study and what has already been found. It helps us to refine our research methodology.

Entrepreneurship: the Concept and Definitions Entrepreneurship is the capability to improve, arrange and continue a business enterprise, along with any of its uncertainties to make a profit. We can say an example of entrepreneurship is the starting of a new business, a new venture with some challenges and specific objectives. Meaning of Entrepreneur An entrepreneur is defined as one person who has the ability and desire to establish, administer and succeed in a startup venture along with the risk entitled to it, to make profits. The best example of entrepreneurship is the starting of a new business venture. Entrepreneurs are often known as a source of new ideas or innovators and bring new ideas in the market by replacing old ones with a new invention. According to Cole (1949), an Entrepreneur represents an individual or a group of individuals, who conceive, initiate and maintain for a sufficiently long period a social institution which produces economic goods or to put it differently. Communication: Communication is an act by which one person gives to or receives from another person, the information about the person’s need, desires and perceptions. Knowledge or affective states: Communication is an act by which one person gives to or receives from another person, the information about the person’s need, desires, and perceptions. Knowledge or affective states. Entrepreneurial Communication: It should have some unique features. The way one teacher talk with a student, the way one official personnel talk with an individual, like them one entrepreneur should communicate with their customer to uplift of their enterprise. So this type of communication differs from the general communication.

In any social science research, it is hardly possible to conceptualize and perceive the data and interpret the data more accurately until and unless a clear understanding of the characteristics in the area and attitude or the behavior of people is at commending by the interpreter who intends to unveil an understanding of the implication and behavioral complexes of the individual who live in the area under reference and form a representative part of the larger community. The socio-demographic background of the local people in a rural setting has been critically administered in this section. A research setting is a surrounding in which input and elements of research are contextually imbibed, interactive and mutually contributive to the system performance. Research setting is immensely important in the sense because it is characterizing and influencing the interplays of different factors and components. The physical, social, or experimental context in which research is carried out is referred to as the research setting. This context must be accurately described in a study publication because it may have a significant impact on the findings and how they are interpreted. For instance, in a paper describing the social behavior of chimpanzees, the authors may need to provide the following information about the research environment: where the chimpanzees were observed (in the wild or in captivity), the number of chimpanzees observed, and whether they belonged to the same social group, the geographic location, the time of study, the season/weather conditions, the availability of resources like food/water/shelter, and the presence of environmental factor. Area of the Study The present study was taken up in West Bengal. From West Bengal, District Uttar Diaper, Blocks Kaliyaganj, Villages Radhikapur was selected.

Research methodology is a detailed plan of investigation and the blue print of procedure for carrying out the research. In this chapter, discussion on the methodology has been made to understand the concepts, methods and techniques, which are utilized to design the study, collect information, analyzing data and interpreting the findings for revelation of truth and formulation of theories. The entire chapter has been broken up under following sub-heads for easy understanding: 1. Locale of research 2. Sampling design 3. Pilot study 4. Variables and their measurements 5. Methods of data collection 6. Statistical tools used for analysis of data Locale of Research The present study has been conducted in a INDIA-BANGLADESH cross border village named Radhikapur in the state West Bengal. Villages from Kaliyaganj block in Uttar Dinajpur District. The characters and the factors under study have been well discernible to this area • The researcher’s close familiarity with respect to area, people, officials and local dialects • The highly cooperative and responsive respondents • The profuse scope to get relevant information regarding entrepreneurship communication behavior, economical communication, information seeking & responding behavior, information flow in & flow out etc. • The locale is located at the terminal point & beside the INDIA BANGLADESH border, so there is some cross border impact also.

Results and Discussion: Concept Result is the outcome, consequences or conclusion of a problem, probe or experiment organized after a period of time. This conclusion can be one result, multiple results or no result as such. The length of time taken to find a result can vary from less than a second to many years. In this chapter the result of the Research has been elaborated and also discussed later. The purpose of the discussion/revelation is to interpret and describe the significance of our findings in light of what was already known about the research problem being investigated, and to explain any new understanding or insights about the problem, after we have taken the findings into consideration. The discussion will always connect to the introduction by way of the research questions or hypothesis we posed and the literature we reviewed, but it does not simply repeat or rearrange the introduction and the discussion always explain how our study has moved towards the research problem. This table presents the distribution of 19 independent variables(x1-x19) and 6 dependent variables (y1-y6) in terms of their Minimum, Maximum, Mean, Variance, Standard deviation, and Coefficient of variation. Here, it is depicted that the average age (x1) of the respondents is 50.307. The C.V. value for the variable is 18.521. So, it indicates that the distribution of the variable is highly consistent. From the table it is depicted that the average education (x2) of the respondents is 7.600. So, almost on an average the individual education is 8 for every respondent. The C.V. value for the variable is 41.553. So, it indicates that the distribution of the variable is fairly consistent.

Recommendations Based on the empirical research, following recommendations can be made for this specific area of research: (i) Land size based planning for business communication can help the growth and success of farm enterprise. (ii) Rice based farming system, supported by irrigation is offering a unique opportunity for capacity building of the farmers of West Bengal. (iii) Training, focusing on business communication, handling ICT tools and mobile telephony, can go a long way for making communication behavior more adaptive to present social ecology of agriculture and allied sectors of West Bengal. (iv) Social capitals like, Schools, Panchayat, Credit organizations, Market linked institutions, are to be integrated for shaping up a new form of Entrepreneurial communication behavior. Limitations: The most important limitations which have been observed in this research are as follows:  

Future Scope of the Research The present study has been conducted by driving the insights deeper into the nature, intensity and character of the problems creating barrier against the Entrepreneurial communication. Entrepreneurial communication nowadays is a need in these days of unemployment and stands to be both the means and method of sustaining life process in terms both assets and capital, it needs more comprehensive study. Attaining Entrepreneurial communication among the upcoming and motivating entrepreneurs, anywhere is an endless process by itself. The present study thus leaves behind the following domains to be researched out in future: The study can be extrapolated to other domains of entrepreneurship. 1) Modeling of Entrepreneurial communication including the positive motivation, can be achieved through further studies. 2) The future study of this particular topic has a scope to include several contextual and realistic variables other than the variables included in this study. 3) The structure and the function of Entrepreneurial communication behavior and process, can well be understood from further study of the similar topic. 4) There is a scope of methodological innovation in future and application of artificial intelligence in this study 5) Policy research on Entrepreneurship and Entrepreneurial communication as to monitor or rationalize the magnitude of rural entrepreneurship, for keeping the pace of growth unabated can be achieved.

The present research had been conducted to study the Entrepreneurial communication and the process, factors and impact in Agricultural enterprise and allied sectors of selected block of West Bengal and in the end the comparison is made. The study had been conducted at villages Radhikapur from blocks Kaliyaganj of West Bengal. A pilot study was conducted to understand the area, its people, institution, communication and extension system of these states. An exhaustive list of respondents was prepared critically with the help of some villagers. From the list, 75 respondents from the village were selected for the study through Systematic Random sampling method. The primary data were collected with the help of structured interview schedule by following the personal interview method. The secondary data were collected from our departmental library, internet, Department of Agriculture, West Bengal, Bidhan Chandra krishi Viswavidyalaya, etc. for establishing the conceptual framework of the study. The general objective of the study is to estimate and analyze the “Entrepreneurial communication: The process, factors and impact in Agricultural enterprise and allied sectors of selected block of West Bengal” and the specific objectives are: 1) To study the present status of the entrepreneurial communication. 2) To measure the unique features entrepreneurial communication over the general communication. 3) To generate micro level policy implementation based on the empirical research. 4) To estimate intra and inter level of interaction among dependent variable and independent variable. 5) To isolate factors impactions on Entrepreneurial behavior. 7.1: Summary 19 Independent variables and 6 Dependent variables were selected for the study respectively and measured with the help of exact scales developed by previous social science researchers or by modifying the developed scale by structured interview schedule for requirement of the study. Independent variables selected for the study are, Age (x1), Education (x2), No. of enterprise (x3), Year of enterprise (x4), Family size (x5),Average Family education (x6), Material possessed (x7), Size of land holding (x8), Size of homestead land (x9) No. of fragments (x10), Crop yield (x11), Cropping intensity (x12), Annual Income (x13), Family expenditure (x14), Marketed surplus (x15), Marketable surplus (x16), Family labor (x17), No. of male workers (x18) and No. of female workers (x19). The Dependent variables selected for the study are, cosmopo lite Farm enterprise information (y1), localite Farm enterprise information (y2), Information seeking and responding behavior (y3), Entrepreneurial communication behavior (y4), Economical communication (y5) and Transportation cost (y6).

Akhouri, M.M. (1996). Conceptual background and rationale for entrepreneurship development training programmes. Paper presented in orientation course on entrepreneurship development in agriculture. December 17-31. IARI, New Delhi. pp.10. Bankston, C. L. and Zhou, M. Q. (1996). Go fish: The Louisianan Vietnamese and ethnic entrepreneurship in extra active industry. Nat. J. of Socio., 10(1):37-55. Bisht, N.S., and Sharma, P.K. (1991). Entrepreneurship expectations and experience. Himalaya publishing house, New Delhi. Pp. 3-4. Busenitz, L. L. (1996). Research on entrepreneurial alertness: Sampling measurement and theoreticalissues. Jour. of Small Busi. Manag., 34(4):35-44. Bygrave, W.D. (1994). Portable MBA in Entrepreneurship. John Wiley and Sons, New York. Carrier, C. (1996). Entrepreneurship in small Business: An exploratory study. Entrepreneurship Theory and Practice. 2(1):5-20. Cole,A.H.(1949).Entrepreneurship and entrepreneurial history. In change and the entrepreneur. Prepared by the research centre in entrepreneurial history. Harvard University Press, Cambridge

Indian agriculture now stands at a cross road. By 2050, Indian population will overtake that of China’s. The world population in the same year will be close to 9.5 billion. And to feed the human population of this planet, the agricultural production needs to be increased 60% over the present one by 2050. For India the target is 450 million tons by 2050. This is a humongous task. This mammoth escalation of targeted food production has to be carried out with the constraints and barrier created by climate change, erosion of soil, bio-diversity, ecological disruption due to mindless anthropogenic action and wrong planning. The production, productivity, income, livelihood, and ecological resilience in agriculture are not performing in perfect orchestration. They are in apparent contradiction. To produce 1 kilogram of rice, the equivalent water foot print is about 4000 litres. It is obvious that enhancing food productivity, there could be more disruption and stress on soil, water and bio-diversity. The ecological resilience is a subject of musical chaos and symphony amidst ecological function-stress-conservation-extraction-. Without depletion and disruption, it is simply impossible to initiate and foster agriculture production as well as productivity. But the question is what could be level of endurance? Wherein restoration and retention, ecological resilience will move in resonance and complementary manner.

Concept of Review of Literatures The Review of literature is a systematic, explicit, and reproducible method for identifying, evaluating, and synthesizing the existing body of completed and recorded work produced by researchers, scholars, and practitioners. The Review of literature is also a resource paper, which includes the current knowledge including substantive findings, as well as theoretical and methodological contributions to a particular topic. These are available mostly in academic and scholastic journals. Review of literature provides the basics for research in nearly every academic f ield. The aim of review of literature is to highlight what has been done so far in the field of interest and how our findings are related to earlier research. The review of literature also indicates the following by providing referential inputs. (i) Approaches (ii) Methods (iii) Variables used (iv) Statistical procedure (v) Expected results

It is the scholastic and theoretical exercise that configures the operational definition and text of entire research work. The conceptual inputs, axiomatic inputs, logic of discourses and the pursuit knowledge come together to frame the theory in compliance and in congruence with the set of objectives and research designs spelt out in the research process. 3.1 Definition of Farmer, Farm, and Farming System A farmer is a person engaged in agriculture, raising living organisms for food or raw materials. The term usually applies to people who do some combination of raising field crops, orchards, vineyards, poultry, or other livestock. A farmer might own the farm land or might work as a laborer on land owned by others. In most developed economies, a “farmer” is usually a farm owner (landowner), while employees of the farm are known as farm workers (or farmhands). However, in other older definitions a farmer was a person who promotes or improves the growth of plants, land or crops or raises animals (as livestock or f ish) by labor and attention. Over half a billion farmers are smallholders, most of whom are in developing countries, and who economically support almost two billion people. Globally, women constitute more than 40% of agricultural employees. A farm is an area of land where livestock (animals) are raised and crops (plants) are grown for use as food, fiber, and fuel. The people who own and work on the farm are called farmers.

In any social science research, it is hardly possible to conceptualize and perceive the data and interpret the data more accurately until and unless a clear understanding of the characteristics in the area and attitude or the behavior of people is at commend of the interpreter who intends to unveil an understanding of the implication and behavioral complexes of the individual who live in the area under reference and form a representative part of the larger community. The socio-demographic background of the local people in a rural setting has been critically administered in this section. A research setting is a surrounding in which input and elements of research are contextually imbibed, interactive and mutually contributive to the system performance. Research setting is immensely important in the sense because it is characterizing and influencing the interplays of different factors and components. The physical, social, or experimental context in which research is carried out is referred to as the research setting. This context must be accurately described in a study publication because it may have a significant impact on the findings and how they are interpreted. For instance, in a paper describing the social behavior of chimpanzees, the authors may need to provide the following information about the research environment: where the chimpanzees were observed (in the wild or in captivity), the number of chimpanzees observed, and whether they belonged to the same social group, the geographic location, the time of study, the season/weather conditions, the availability of resources like food/water/shelter, and the presence of environmental factor.

Research methodology is a detailed plan of investigation and the blue print of procedure for carrying out the research. In this chapter, discussion on the methodology has been made to understand the concepts, methods and techniques, which are utilized to design the study, collect information, analyzing data and interpreting the findings for revelation of truth and formulation of theories. The entire chapter has been broken up under following sub-heads for easy understanding: 1. Locale of research 2. Sampling design 3. Pilot study 4. Variables and their measurements 5. Methods of data collection 6. Statistical tools used for analysis of data 5.1: Locale of research The present study has been conducted in a INDIA-BANGLADESH cross border village named Mitrapur in the state West Bengal. Villages from Haringhata block in Nadia District.

Results and discussion: concept Result is the outcome, consequences or conclusion of a problem, probe or experiment organized after a period of time. This conclusion can be one result, multiple results or no result as such. The length of time taken to find a result can vary from less than a second to many years. In this chapter, the result of the Research has been elaborated and also discussed later. The purpose of the discussion/revelation is to interpret and describe the significance of our findings in light of what was already known about the research problem being investigated, and to explain any new understanding or insights about the problem after we have taken the findings into consideration. The discussion will always connect to the introduction by way of the research questions or hypothesis we posed and the literature we reviewed, but it does not simply repeat or rearrange the introduction and the discussion always explain how our study has moved towards the research problem.

7.1 Summary The presentre search hadbeenconducted to study the Entrepreneurial communication and the process, factors and impactin Agricultural enterprise and allied sectors of selected block of West Bengal and in the end the comparison is made. The study had been conducted at villages Mitrapur from blocks Haringhata of West Bengal. A pilot study was conducted to understand the area, its people, institution, communication and extension system of these states. An exhaustive list of respondents was prepared critically with the help of some villagers. From the list, 75 respondents from the village were selected for the study through Systematic Random sampling method.The primary data were collected with the help of structured interview schedule by following the personal interview method. The secondary data were collected from our departmental library, internet, Department of Agriculture, West Bengal, Bidhan Chandra Krishi Viswavidyalaya etc. for establishing the conceptual framework of the study. The general objective of the study is to estimate and analyse the “Productivity, Income, Livelihood and Ecology: The resilience analysis in Argo ecosystem” and the specific objectives are • To study the present statuses of 1. Income 2. Productivity 3. Livelihood and 4. Ecological resilience of the respondence under study in a selected locale. • To estimate the intra and inter level interaction among and between the selected sets of variables to estimate the common point of the interaction of the ‘Y’ Protected characteristics. • To generate micro sociological policy implication based on empirical evidence. • To isolate factors impactions on ecological resilience.

1. The selection of more number of relevance variables could have added better understanding and comprehensive of the research. 2. Mathematical optimization and simulations could have been much effective in integrating as well as co-integrates the apparently different aspect of yield, income, livelihood and ecological resilience in the form of a common valley of management of a land. 3. Application of ARIMA (Autoregressive Integrated Moving average) and SEM (structural equation modeling) as instruments of interpretation and analysis can be more effective. 4. Ecological resilience metritis more active and dummy variable including outliers can be future research towards modelling with hard evidences 5. A pull of chronological data distribution over 30 years can undergo simulation and decision ecology for promulgating micro sociological policy and application. 6. Social resilience has been the predicament for perceiving ecology resilience and organic diode can help to make the entire thing strongly place on the foundation of ecological research at least.

Abruzzese, R., Stoian, D. and Somarriba, E., (2005), Livelihood and business development strategies of innovative farmers in Alto Beni, Bolivia. Agroforesteriaen las Americas. (43/44): 27-31. Acharya, S.K. and Deebbarma, D. 2013. A study of livelihood generation status in Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA) in Tripura state: A socio- economic and managerial analysis. Department of Agricultural Extension Bidhan Chandra Krishi Vishwavidyalaya Mohanpur Nadia, West Bengal, 9(1): 145-147. Anonymous, (1992), Management of heliothis on cotton in Andhra Pradesh. All India Coordinated Cotton Improvement Project, Silver Jubilee Sym., Ludhiana, 1992. Apata, O. M., (2006), Analysis of table egg production as a livelihood activity in Ekiti state. J. Agric. Soc. Res., 6 (2): 17-22. Berhanu, W., Colman, D. and Fayissa, B., (2007), Diversification and livelihood sustainability in a semi-arid environment: A case study from southern Ethiopia. J. Dev. Stud. 43 (5): 871-889. Biradar Basavaraj, (2008), A study on impact of income generating activities on sustainable rural livelihoods of KAWAD project beneficiaries. M. Sc. (Agri.) Thesis, Univ. Agric. Sci., Dharwad, Karnataka (India) Byerlee, D., Harington, L. and Winkelmann, D.L., (1982), Farming systems research - Issues in research strategy and technology design. American J. Agric. Econ., 64(5): 897- 904