Internet of services-based business model: a case study in the livestock industry
DOI:
https://doi.org/10.1108/INMR-11-2020-0166Palavras-chave:
Business model, Digital transformation, Agriculture 4.0, Internet of servicesResumo
Purpose – Considering the relevance of innovative business models in the digitally transformed market and
the lack of clarity on the internet of services (IoS) contribution for a business model deployment in current
literature, this study aims to fill this gap by evaluating a business model that converges to an IoS adoption in
a direct sale of free-range eggs from farmers to consumers.
Design/methodology/approach – From the bibliographical research regarding the IoS and business
model, the authors developed an IoS-based model framework. The framework has been evaluated in a real
business scenario by using a single case study through an interview with the entrepreneur and documental
analysis.
Findings – As the main result, a framework with the attributes can be considered a tool for an IoS-based
business model deployment. The case study concluded that the business is aligned with the IoS adoption, and
the framework presents adherence to it.
Research limitations/implications – The case study was limited to only one company owing to the
IoS’s novelty and the lack of correlated business models. Although the case study limits to the agriculture
field, the proposed framework may be broadly applied.
Originality/value – Considering that the lack of a comprehensive business model causes new
businesses to face challenges, it is relevant bringing up the present case study of the IoS-based business
model, which correlates these two subjects, still poorly explored in the scientific literature: IoS and
business models.
Downloads
Referências
Alcacer, V., & Cruz-Machado, V. (2019). Scanning the industry 4.0: A literature review on technologies for manufacturing systems. Engineering Science and Technology, an International Journal, 22(3), 899–919. doi: https://doi.org/10.1016/j.jestch.2019.01.006.
Asadnezhad, M., Hejazi, R., Akbari, M., & Hadizadeh, E. (2017). Designing the business model of herbal pharmaceutical knowledge based companies. Journal of Entrepreneurship, Business and Economics, 5(2), 47–63.
Bahlo, C., Dahlhaus, P., Thompson, H., & Trotter, M. (2019). The role of interoperable data standards in precision livestock farming in extensive livestock systems: A review. Computers and Electronics in Agriculture, 156, 459–466. doi: https://doi.org/10.1016/j.compag.2018.12.007.
Balakrishnan, S. M., & Sangaiah, A. K. (2017). MIFIM – Middleware solution for service centric anomaly in future internet models. Future Generation Computer Systems, 74, 349–365. doi: https://doi.org/10.1016/j.future.2016.08.006.
Banhazi, T. M., & Black, J. L. (2009). Precision livestock farming: A suite of electronic systems to ensure the application of best practice management on livestock farms. Australian Journal of MultiDisciplinary Engineering, 7(1), 1–14. doi: https://doi.org/10.1080/14488388.2009.11464794.
Berman, S. J. (2012). Digital transformation: Opportunities to create new business models. Strategy & Leadership, 40(2), 16–24. doi: https://doi.org/10.1108/10878571211209314.
Bouncken, R. B., Kraus, S., & Roig-Tierno, N. (2019). Knowledge- and innovation-based business models for future growth: Digitalized business models and portfolio considerations. Review of Managerial Science. doi: https://doi.org/10.1007/s11846-019-00366-z.
Bucchiarone, A., Marconi, A., Pistore, M., & Raik, H. (2017). A context-aware framework for dynamic composition of process fragments in the internet of services. Journal of Internet Services and Applications, 8(1). doi: https://doi.org/10.1186/s13174-017-0057-0.
Camara, J., de Lemos, R., Laranjeiro, N., Ventura, R., & Vieira, M. (2015). Robustness-driven resilience evaluation of self-adaptive software systems. IEEE Transactions on Dependable and Secure Computing, 1–1. doi: https://doi.org/10.1109/TDSC.2015.2429128.
Cardoso, J., Barros, A., May, N., & Kylau, U. (2010). Towards a Unified Service Description Language for the Internet of Services: Requirements and First Developments. 2010 IEEE International Conference on Services Computing, 602–609. doi: https://doi.org/10.1109/SCC.2010.93.
Chang, Y., Dong, X., & Sun, W. (2014). Influence of characteristics of the internet of things on consumer purchase intention. Social Behavior and Personality: An International Journal, 42(2), 321–330. doi: https://doi.org/10.2224/sbp.2014.42.2.321.
Chao, K.-M. (2016). E-services in e-business engineering. Electronic Commerce Research and Applications, 16, 77–81. doi: https://doi.org/10.1016/j.elerap.2015.10.004.
Chmielewski, J. (2014). Device-Independent architecture for ubiquitous applications. Personal and Ubiquitous Computing, 18(2), 481–488. doi: https://doi.org/10.1007/s00779-013-0666-y.
Cristofaro, M. (2020). E-business evolution: An analysis of mobile applications’ business models. Technology Analysis & Strategic Management, 32(1), 88–103. doi: https://doi.org/10.1080/09537325.2019.1634804.
Dijkman, R. M., Sprenkels, B., Peeters, T., & Janssen, A. (2015). Business models for the internet of things. International Journal of Information Management, 35(6), 672–678. doi: https://doi.org/ 10.1016/j.ijinfomgt.2015.07.008.
Dumitrache, I., Sacala, I. S., Moisescu, M. A., & Caramihai, S. I. (2017). A conceptual framework for modeling and design of cyber-physical systems. Studies in Informatics and Control, 26(3). doi: https://doi.org/10.24846/v26i3y201708.
Dutta, R., Morshed, A., Aryal, J., D’Este, C., & Das, A. (2014). Development of an inteligente environmental knowledge system for sustainable agricultural decision support. Environmental Modelling & Software, 52, 264–272. doi: https://doi.org/10.1016/j.envsoft.2013.10.004.
Eisenhardt, K. M., & Graebner, M. E. (2007). Theory building from cases: Opportunities and challenges. Academy of Management Journal, 50(1), 25–32. doi: https://doi.org/10.5465/amj.2007.24160888.
Foss, N. J., & Saebi, T. (2017). Fifteen years of research on business model innovation: How far have We come, and where should We go?. Journal of Management, 43(1), 200–227. doi: https://doi.org/ 10.1177/0149206316675927.
Givehchi, O., Landsdorf, K., Simoens, P., & Colombo, A. W. (2017). Interoperability for industrial cyberphysical systems: An approach for legacy systems. IEEE Transactions on Industrial Informatics, 13(6), 3370–3378. doi: https://doi.org/10.1109/TII.2017.2740434.
Grabowska, S., Gajdzik, B., & Saniuk, S. (2020). The role and impact of industry 4.0 on business models. In K. Grzybowska, A. Awasthi, & R. Sawhney, (Eds.), Sustainable logistics and production in industry 4.0 (pp. 31–49). Springer International Publishing. doi: https://doi.org/10.1007/978-3- 030-33369-0_3.
GüNzel, F., & Holm, A. B. (2013). One size does not fit all – Understanding the front-end and back-end of business model innovation. International Journal of Innovation Management, 17(01), 1340002. doi: https://doi.org/10.1142/S1363919613400021.
Hermann, M., Pentek, T., & Otto, B. (2016). Design Principles for Industrie 4.0 Scenarios. 2016 49th HI International Conference on System Sciences (HICSS), 3928–3937. https://doi.org/10.1109/ HICSS.2016.488.
Hofmann, E., & Rüsch, M. (2017). Industry 4.0 and the current status as well as future prospects on logistics. Computers in Industry, 89, 23–34. doi: https://doi.org/10.1016/j.compind.2017.04.002.
Hõgg, R., Martignoni, R., Meckel, M., & Stanoevska-Slabeva, K. (2006). Overview of business models for web 2.0 communities, TUDpress.
Jazdi, N. (2014). Cyber physical systems in the context of Industry 4.0. 2014 IEEE International Conference on Automation, Quality and Testing, Robotics, 1–4. doi: https://doi.org/10.1109/ AQTR.2014.6857843.
Kagermann, H. Wahlster, W., & Helbig, J. (2013). Securing the future of german manufacturing industry: Recommendations for implementing the strategic initiative INDUSTRIE 4.0 – Final report of the industrie 4.0 working group. Acatech – National academy of science and engineering.
Kastalli, I. V., & Van Looy, B. (2013). Servitization: Disentangling the impact of service business model innovation on manufacturing firm performance. Journal of Operations Management, 31(4), 169–180. doi: https://doi.org/10.1016/j.jom.2013.02.001.
Klerkx, L., Jakku, E., & Labarthe, P. (2019). A review of social science on digital agriculture, smart farming and agriculture 4.0: New contributions and a future research agenda. NJAS – Wageningen Journal of Life Sciences, 90-91, 100315. doi: https://doi.org/10.1016/j.njas.2019.100315.
Kritikos, K., & Plexousakis, D. (2014). Novel optimal and scalable nonfunctional service matchmaking techniques. IEEE Transactions on Services Computing, 7(4), 614–627. doi: https://doi.org/ 10.1109/TSC.2013.11.
Kutter, T., Tiemann, S., Siebert, R., & Fountas, S. (2011). The role of communication and co-operation in the adoption of precision farming. Precision Agriculture, 12(1), 2–17. doi: https://doi.org/10.1007/ s11119-009-9150-0.
Lara, J. A., Lizcano, D., Martínez, M. A., & Pazos, J. (2013). Developing front-end web 2.0 technologies to access services, content and things in the future internet. Future Generation Computer Systems, 29(5), 1184–1195. doi: https://doi.org/10.1016/j.future.2013.01.006.
Lay, D. C., Fulton, R. M., Hester, P. Y., Karcher, D. M., Kjaer, J. B., Mench, J. A., ... Porter, R. E. (2011). Hen welfare in different housing systems. Poultry Science, 90(1), 278–294. doi: https://doi.org/ 10.3382/ps.2010-00962.
Lezoche, M., Hernandez, J. E., Alemany Díaz, M. D M. E., Panetto, H., & Kacprzyk, J. (2020). Agri-food 4.0: A survey of the supply chains and technologies for the future agriculture. Computers in Industry, 117, 103187. doi: https://doi.org/10.1016/j.compind.2020.103187.
Lindblom, J., Lundström, C., Ljung, M., & Jonsson, A. (2017). Promoting sustainable intensification in precision agriculture: Review of decision support systems development and strategies. Precision Agriculture, 18(3), 309–331. doi: https://doi.org/10.1007/s11119-016-9491-4.
Liu, Y., Han, W., Zhang, Y., Li, L., Wang, J., & Zheng, L. (2016). An internet-of-things solution for food safety and quality control: A pilot project in China. Journal of Industrial Information Integration, 3, 1–7. doi: https://doi.org/10.1016/j.jii.2016.06.001.
Matt, C., Hess, T., & Benlian, A. (2015). Digital transformation strategies. Business & Information Systems Engineering, 57(5), 339–343. doi: https://doi.org/10.1007/s12599-015-0401-5.
Moreno-Vozmediano, R., Montero, R. S., & Llorente, I. M. (2013). Key challenges in cloud computing: Enabling the future internet of services. IEEE Internet Computing, 17(4), 18–25. doi: https://doi. org/10.1109/MIC.2012.69.
Muninger, M.-I., Hammedi, W., & Mahr, D. (2019). The value of social media for innovation: A capability perspective. Journal of Business Research, 95, 116–127. doi: https://doi.org/10.1016/ j.jbusres.2018.10.012.
Nunes, M. P., & Russo, A. P. (2019). Analysis of business models innovation – A multiple case study. Innovation & Management Review, 16(1), 17–35. doi: https://doi.org/10.1108/INMR-11-2018- 0085.
Osterwalder, A., & Pigneur, Y. (2010). Business model generation: A handbook for visionaries, game changers, and challengers (Nachdr), Flash Reproductions.
Osterwalder, A., Pigneur, Y., & Tucci, C. L. (2005). Clarifying business models: Origins, present, and future of the concept. Communications of the Association for Information Systems, 16. doi: https://doi.org/10.17705/1CAIS.01601.
Papageorgiou, A., Miede, A., Schulte, S., Schuller, D., & Steinmetz, R. (2014). Decision support for web service adaptation. Pervasive and Mobile Computing, 12, 197–213. doi: https://doi.org/10.1016/j. pmcj.2013.10.004.
Parviainen, P., & Tihinen, M. (2017). Tackling the digitalization challenge: How to benefit from digitalization in practice. IJISPM – International Journal of Information Systems and Project Management, 5(1), 63–77. doi: https://doi.org/10.12821/ijispm050104.
Pradhan, R. P., Mallik, G., & Bagchi, T. P. (2018). Information communication technology (ICT) infrastructure and economic growth: A causality evinced by cross-country panel data. IIMB Management Review, 30(1), 91–103. doi: https://doi.org/10.1016/j.iimb.2018.01.001.
Remane, G., Hanelt, A., Tesch, J. F., & Kolbe, L. M. (2017). The business model pattern database – A tool for systematic business model innovation. International Journal of Innovation Management, 21(01), 1750004. doi: https://doi.org/10.1142/S1363919617500049.
Satyro, W. C., Sacomano, J. B., da Silva, M. T., Gonçalves, R. F., Contador, J. C., & von Cieminski, G. (2017). Industry 4.0: Evolution of the research at the APMS conference. In H. Lödding, R. Riedel, K. D. Thoben, G. Von Cieminski, & D. Kiritsis, (Eds.), Advances in production anagement systems. The path to intelligent, collaborative and sustainable manufacturing (Vol. 513, pp. 39–47).
Springer International Publishing. doi: https://doi.org/10.1007/978-3-319-66923-6_5.
Schiavi, G. S., & Behr, A. (2018). Emerging technologies and new business models: A review on disruptive business models. Innovation & Management Review, 15(4), 338–355. doi: https://doi.org/10.1108/INMR-03-2018-0013.
Schroth, C., & Janner, T. (2007). Web 2.0 and SOA: Converging concepts enabling the internet of services. IT Professional, 9(3), 36–41. doi: https://doi.org/10.1109/MITP.2007.60.
Smith, M. J. (2020). Getting value from artificial intelligence in agriculture. Animal Production Science, 60(1), 46. doi: https://doi.org/10.1071/AN18522.
Sun, Y., Yan, H., Lu, C., Bie, R., & Thomas, P. (2012). A holistic approach to visualizing business models for the internet of things. Communications in Mobile Computing, 1(1), 4. doi: https://doi.org/ 10.1186/2192-1121-1-4.
Swisher, M. E., Ruiz-Menjivar, J., & Koenig, R. (2018). Value chains in renewable and sustainable food systems. Renewable Agriculture and Food Systems, 33(1), 1–5. doi: https://doi.org/10.1017/
S1742170517000667.
Tzounis, A., Katsoulas, N., Bartzanas, T., & Kittas, C. (2017). Internet of things in agriculture, recente advances and future challenges. Biosystems Engineering, 164, 31–48. doi: https://doi.org/10.1016/j.biosystemseng.2017.09.007.
Ustundag, A., & Cevikcan, E. (2018). Industry 4.0: Managing the digital transformation, Springer International Publishing. doi: https://doi.org/10.1007/978-3-319-57870-5.
Voss, C., Godsell, J., & Johnson, M. (2015). Revisiting case research in operations management. 22nd International Annual EurOMA Conference.
Voss, C., Tsikriktsis, N., & Frohlich, M. (2002). Case research in operations management. International Journal of Operations & Production Management, 22(2), 195–219. doi: https://doi.org/10.1108/ 01443570210414329.
W. Wahlster, H. J. Grallert, S. Wess, H. Friedrich, & T. Widenka, (Eds.) (2014). Towards the internet of services: The THESEUS research program, Springer International Publishing. doi: https://doi. org/10.1007/978-3-319-06755-1.
Weiner, N., & Weisbecker, A. (2011). A Business Model Framework for the Design and Evaluation of Business Models in the Internet of Services. 2011 Annual SRII Global Conference, 21–33. https://doi.org/10.1109/SRII.2011.13.
Zott, C., Amit, R., & Massa, L. (2011). The business model: Recent developments and future research.Journal of Management, 37(4), 1019–1042. doi: https://doi.org/10.1177/0149206311406265.
Downloads
Publicado
Edição
Seção
Licença
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
• O(s) autor(es) autoriza(m) a publicação do artigo na revista;
• O(s) autor(es) garante(m) que a contribuição é original e inédita e que não está em processo de avaliação em outra(s) revista(s);
• A revista não se responsabiliza pelas opiniões, ideias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seu(s) autor(es);
• É reservado aos editores o direito de proceder ajustes textuais e de adequação do artigos às normas da publicação.
