VALUE CREATION FACTORS IN DIGITAL PLATFORMS FOR AGRICULTURAL PRODUCERS
Article Sidebar
Main Article Content
Abstract
The article examines certain aspects of the functioning of digital platforms, the participants of which are small agricultural producers, as well as other subjects of agro-food chains. The purpose of the study is to determine the factors of value creation in digital platforms, that is, such conditions and characteristics that make the platform attractive to participants and owners of the platform. At the same time, special attention is paid to cases of creation of cooperative digital platforms. As part of the survey of farms and households, it was determined that the main types of digital platforms they use are transactional (electronic trading platforms) and messengers (for communications within the framework of economic activities). Based on a review of the scientific literature, the most significant factors of value creation in digital platforms have been identified. The experience of the functioning of three cooperative digital platforms in Australia, the United Kingdom and the United States is considered, their incomes and expenses are analyzed. It is revealed that the main factor in the development of these platforms is gratuitous financing in the form of grants and donations, as well as an integrated approach to the implementation of functions and an emphasis on the development of local communities and interaction with members in the format of not only online, but also real communication. The characteristics of digital platforms are systematized, in the development of which network effects and processes of joint value creation are manifested as the basis for value formation for platform participants. It is proposed to evaluate the factors of value creation in the digital platform in terms of their impact on the redistribution of value between individual entities (value added increase only for specific participants) and the increase in total value added (increase for all participants).
Article Details
References
2. Jiang, H., Yang, J., Gai, J. (2023) How digital platform capability affects the innovation performance of SMEs—Evidence from China. Technology in Society, vol. 72. https://doi.org/10.1016/j.techsoc.2022.102187.
3. Sklenarz, F. A., Edeling, A., Himme, A., Wichmann, Ju.R.K. (2024) Does bigger still mean better? How digital transformation affects the market share–profitability relationship. International Journal of Research in Marketing, https://doi.org/10.1016/j.ijresmar.2024.01.004.
4. Khan, Z., Zeng, J., Knight, G., Rajwani, T., Pattnaik, Ch. (2023) Non-market strategies and disruptive innovation in the platform economy. Journal of International Management, vol. 29, iss. 5. https://doi.org/10.1016/j.intman.2023.101047.
5. Gui, Yu., Tan, D., Liu, Zh., Dong, F. (2024) Worry not rareness but disparity: Impact of fairness concerns on platforms’ pricing and matching decision in competitive two-sided markets. Expert Systems with Applications, vol. 238, p. B. https://doi.org/10.1016/j.eswa.2023.121683.
6. Gao, F., Fenoaltea, E.M., Zhang, Yi-Ch. (2023) Market failure in a new model of platform design with partially informed consumers. Physica A: Statistical Mechanics and its Applications, vol. 619, https://doi.org/10.1016/j.physa.2023.128748
7. Kieti, J., Waema, T.M., Ndemo, E.B., Omwansa, T.K., Baumüller, H. (2021) Sources of value creation in aggregator platforms for digital services in agriculture - insights from likely users in Kenya. Digital Business. vol. 1, iss. 2. https://doi.org/10.1016/j.digbus.2021.100007.
8. Wysel, M., Baker, D., Billingsley, W. (2021) Data sharing platforms: How value is created from agricultural data. Agricultural Systems, vol. 193. https://doi.org/10.1016/j.agsy.2021.103241.
9. Kim, G., Wang, W., Ha, H.-K. (2021) Pricing strategy for own shipping service of E-commerce platform using Two-sided market theory. Electronic Commerce Research and Applications, vol. 49. https://doi.org/10.1016/j.elerap.2021.101088.
10. Klingenberg, C.O., Antunes, J.A.V. (2022) Gordon Müller-Seitz, Impacts of digitalization on value creation and capture: Evidence from the agricultural value chain. Agricultural Systems, vol. 201. https://doi.org/10.1016/j.agsy.2022.103468.
11. Liu, Y., Ma, D., Hu, J. (2024) Reseller or Market? E-platform strategy under blockchain-enabled recycling. Expert Systems with Applications, vol. 243. https://doi.org/10.1016/j.eswa.2023.122811.
12. Shree, D., Singh, R.K., Paul, J., Hao, A., Xu, Sh. (2021) Digital platforms for business-to-business markets: A systematic review and future research agenda. Journal of Business Research, vol. 137, pp. 354-365, https://doi.org/10.1016/j.jbusres.2021.08.031.
13. Dyck, M.V., Lüttgens, D., Diener, K., Piller, F., Pollok, P. (2024) From product to platform: How incumbents' assumptions and choices shape their platform strategy. Research Policy, vol. 53 iss. 1, https://doi.org/10.1016/j.respol.2023.104904.
14. Heikinheimo, M., Hautamäki, P., Julkunen, S., Koponen, J. (2024) B2B service sales on a digital multi-sided platform: Transformation from value chains to value networks. Industrial Marketing Management, vol. 116, p. 26-39. https://doi.org/10.1016/j.indmarman.2023.11.006.
15. Zhang, S., Qiu, Z. (2024) Why is rural E-commerce successful? A sociological analysis of the mechanism for actualizing technological dividends. J. Chin. Sociol, vol. 11, no. 2. https://doi.org/10.1186/s40711-023-00205-5.
16. Kontareva, A. Yu. (2021) Platformy kak rynki, arkhitektury, ehkosistemy: obzor osnovnykh podkhodov k izucheniyu internet-kompanii [Platforms as markets, architectures, ecosystems: an overview of the main approaches to the study of Internet companies]. Sotsiologiya vlasti [Sociology of Power], vol. 33, no. 1, pp. 169-192. EDN: https://www.elibrary.ru/fdyqol.
17. Latinovic, Z., Chatterjee, Sh.C. (2024) Value co-creation: Balancing B2B platform value and potential reverse-value effects. Journal of Business Research, vol. 175. https://doi.org/10.1016/j.jbusres.2024.114518.
18. Guo, J., Zhang, H. (2024) Digital age: The path choice of government-citizen value co-creation. Heliyon, vol. 10, iss. 15. https://doi.org/10.1016/j.heliyon.2024.e35482.
19. Hendricks, L., Matthyssens, P., Kowalkowski, Ch. (2025) The Co-evolution of actor engagement and value Co-creation on digital platforms. International Journal of Production Economics, vol. 279. https://doi.org/10.1016/j.ijpe.2024.109467.
20. Liu, Z., Pan, Q. (2024) Research on value creation path of logistics platform under the background of digital ecosystem: Based on SEM and fsQCA methods. Electronic Commerce Research and Applications, vol. 67. https://doi.org/10.1016/j.elerap.2024.101424.