This study focuses on the farmers’ business model and its evolution when it is gradually shifting from agricultural production to a servitized business model. The research aims to reveal the ways of servitization in agriculture by analyzing farmers’ motivation to switch from product-oriented business logic to service-oriented business logic and by identifying the strategies applied in the innovative business model “product plus service”. The research was carried out by combining systematic analysis of research work on servitization and agricultural production strategies with case studies of farming servitization projects implemented in Lithuania. Although servitized business models are already used quite often in the farming practices, its have not been analyzed in the scientific literature so far not only in Lithuania, but also in the whole world. The novelty of the research is that it is based on a theoretical approach that has not been used in research on servitization until now - the theory of qualitative structures, which helped to find many new insights useful for improving farm management and socio-economic development of countries and regions.
The research is useful and important not only to scientists and practitioners interested in servitization of farming, but also to those who are interested in servitization of manufacturing industry, because it reveals many new theoretical insights on servitization, which are difficult to observe when analyzing servitization of manufacturing enterprises only.
Vidickienė, D.; Gedminaitė-Raudonė, Ž.; Simonaitytė, V. 2019. Ūkininkavimo servitizacija: verslo modelio „produktų gamyba plius paslaugų teikimas“ apraiškos Lietuvoje. Mokslo studija. Vilnius: Lietuvos agrarinės ekonomikos institutas. 87 p. : iliustr., santr. angl. (online) ISBN 978-9955-481-71-3.
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