Agtech platforms: complementors and value propositions

Abstract

ABSTRACT Traditionally regarded as one of the least digitised industries, agriculture is now transforming due to the emergence of digital platforms and ecosystems. Extant literature underscores Agtech platforms as business solutions capable of remedying operational inefficiencies, diminishing transaction costs, enhancing information exchange, mitigating spatiotemporal disparities, facilitating market integration, and generating novel forms of value. Nevertheless, persistent ambiguity surrounds the identification and assessment of the functional roles of peripheral actors, referred to as complementors, who play a pivotal role in engendering network effects. Grounded in network externality theory and platform value proposition framework, this study seeks to comprehensively discern complementors, lead firms, and end-users associated with Agtech platforms and their overarching value propositions. Employing the case research method, we synthesise existing literature and review archival sources while focusing on four illustrative cases: Dehaat, Agrielevate, IFFCO Bazar, and KRIBHCO-CSC-eGov. The analysis was further strengthened through consultation with domain experts, facilitating triangulation and validation. This study offers insights into complementor-core, lead firm, and end-user groups within Agtech platforms, thus deepening our epistemic comprehension.