The ultimate aim of this research is to contribute towards a viable theoretical framework of agro-based technology transfer. This study uses case study methodology involving an agro-based government research institution and six private firms in Malaysia. This research reveals that the development of new technology did not lead to technology transfer until business opportunity is properly recognised. The business opportunity must be recognised first; then, the process of technology transfer will follow.

The quality of rural extension and advisory services is a crucial element in fostering innovation and rural development. This article aims to clarify the concept of quality of rural extension and to develop a preliminary theoretical framework. An ample literature review was conducted in search of articles on service quality and quality of rural extension and advisory services. The first part presents the main results of the literature search on quality of extension services. The definition of quality is not universal.