Network-based business model in the agri-food sector: A case study of Green Fingers

Abstract

Globalisation and reduced trade barriers have created a competitive business environment, requiring agri-food firms to adopt a new innovative perspective. This research study examines a network-based business model of a new venture offering services to avocado farmers and its potential impact on customer performance. A theoretical framework of a network-based business model in the agri-food sector was developed and implemented in the production of avocados. The Israeli agri-food firm, Green Fingers, was selected as the case study to analyse the value drivers of the network-based business model. The proposed business model can serve as a benchmark in evaluating other business models and developing practical strategies in the agri-food sector. The model is flexible, adaptable in meeting the evolving needs of customers and farmers, and applicable to other sectors. The model's building blocks emphasise the importance of networking and diffusing knowledge among key stakeholders, adapting to changing environments, maintaining environmental sustainability, collaborating with policymakers, and supporting farmers. The extended business model canvas may enhance the currently limited research on network-based business models in the agri-food sector from theoretical and empirical perspectives.

Keywords

• agri-food entrepreneurship
• avocado crop farming
• entrepreneurial strategy
• networking