Data-driven new value creation in smart farming
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Datapohjainen uuden arvon luonti älymaataloudessa
Providing meaningful and compelling complementary services is a central element of modern product business. In business sense, the unused customer data and knowledge have a huge potential for additional customer value creation by using operational and transactional data for the benefit of customers. As markets and industries transform and boundaries between them blur, many seek a completive advantage in digital service platforms through which increased customer knowledge and insight is gathered. In turn, the data is used for the benefit of the customers through the same service platforms, enabling a form of constant dialogue between the focal company and its customers. This thesis analyzes the service transformation with its focus on digital services and new value creation in smart farming using existing and new data sources. The research aims to assess different internal and external drivers of service creation processes from both company and customer perspectives. Additional observations of requirements and process enhancements required to create data-based digital services providing a sustainable competitive advantage are made. Empirical research was conducted as a qualitative single-case study on an agriculture product company. The research material was gathered in semi-structured interviews with company representatives. Further observations were made during collaborative work with the case company. The results are discussed from the case company point of view, emphasizing their internal and external development needs in enabling data-based service operations. Strategic and business model implications are discussed and answered with an action plan for the company to follow. Finally, the main research question is answered in the form of a systematic framework to enable data-based service operations. The presented framework is not industry limited but requires additional validation in different contexts. Future research directions include various agricultural customer segments and how their needs line with different types of digital service offerings. Consumer behavior and marketing implications of supply chain data require additional research. The effects of smart farming on supply chain management processes, local food production value networks and governance issues raised by data-based service systems form a locus of research.