Value Co-creation Process in Agribusiness using Service-Logic Business Model Canvas Approach

ABSTRACT

The agricultural sector in Indonesia is one of the important sectors for national food security, especially during COVID-19 pandemic. Unfortunately, Indonesia is currently facing a farmer regeneration crisis because most of the Indonesian farmers are approaching their maximum productive age. If this condition continues, Indonesia is projected to experience a crisis in the number of farmers for the next 10 years. Another problem arises because a lot of agricultural land has been turned into housing. Therefore, the government and many non-profit organizations encourage food self-sufficiency activities such as urban farming. However, to achieve national food security, involvement of various parties is needed to encourage innovation. Further, this study aims to explore the collaboration and innovation blueprint using a business model canvas based on service dominant logic. This initial business model canvas is proposed to provide a big picture of the value co-creation process based on a qualitative approach (i.e., literature review, observation, and interviews). Further studies are expected to validate the developed BMC by presenting various statistical analyses. © 2021 ACM.