Abstract
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.
Highlights
Information and communication technology (ICT) plays a substantial role in catalyzing economic growth, especially in today’s age of internet and mobile telecommunication (Pradhan, Mallik, & Bagchi, 2018)
The main value proposition of the company Easy Egg is the availability of high-quality free-range eggs directly from the farmer to the consumer in a trust-based sale using the traceability process to increase consumer reliability
The main value-adding from Easy Egg is the availability of high-quality free-range eggs directly from the farmers to the consumers in a trust-based sale
Summary
Information and communication technology (ICT) plays a substantial role in catalyzing economic growth, especially in today’s age of internet and mobile telecommunication (Pradhan, Mallik, & Bagchi, 2018). Enterprise growth’s critical challenge relies on integrating digital technologies and their use in new business models (Bouncken, Kraus, & Roig-Tierno, 2019). The digital transformation strategies have four essential dimensions: use of technologies, changes in value creation, structural changes and financial aspects. Research should seek to identify and concretize elements attributed to these four dimensions (Matt, Hess, & Benlian, 2015). There is still little research on business models intending to create new structures for an innovative market. Little is known about how a shift toward service-driven models affects the firm’s existing business model and which would be the structure to support the new business model (Schiavi & Behr, 2018). This paper aims to fill this gap by correlating two still poorly explored subjects: business models and the internet of services (IoS)
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