Rural Transformation Through Servitization: A Qualitative Structure Approach

ISBN-13: 9783031471858 / Angielski

Dalia Vidickiene; Rita Lankauskiene; Rasa Melnikiene

Spis treści

Introduction: Do only manufacturers are potential drivers of economic systems’ servitization?

The Introduction composes an introductory basis for the monograph by outlining the relevant background for servitization, which arrives in the rural development paradigm in recent decades. It is explained here, how rural development paradigms after the Second World War depended on a set of assumptions relevant to the mass-scale industrialization of the agricultural sector, and why most of them now are invalid in current times. Argumentation is given, on why we need strategies for redesigning the industrial economic system to co-create value according to the rules of post-industrial society, based on qualitative changes in economic and social life, which are caused by major paradigm innovation inherent to post-industrial society – servitization ("paradigm innovations are changes in the underlying mental models which frame what the organization does" (Bessant & Tidd, 2007, p. 13.). This part ends with the justified aim of the monograph and set objectives for this research. 

Part I. Theory of qualitative structure as a conceptual framework for understanding servitization

Abstract of the part (chapter): This chapter of the monograph is devoted to an introduction to the qualitative structure theory and explanations of how it can be applied as a conceptual framework for understanding the phenomena of servitization. 

The state of the art in servitization research is explored and the potential of the theory of qualitative structure to be used as a tool for understanding the basic strategies of a producer and its motivation in turn to servitization is discussed, i.e., a shift from the conventional product-driven business model to a service-driven business model. The purpose of this chapter is to develop new ways of thinking about the evolutionary path of rural development as a transition from the industrial to post-industrial era.

This first part of the book will be organized into 4 sections (chapters):

1. State of art in servitization research

2. Basic principles of the theory of qualitative structure

3. The qualitative structure of producer and its evolution 

4. The theory of qualitative structure as a tool for understanding producers turn to servitization 

Part II. Servitization of farming

Abstract of the part (chapter): This part of the book discusses servitization as a paradigm innovation in the farming business model. Many previous assumptions on the needs of farmers identified by scholars in the last decades of the 20th century are not valid. Recent studies show that many farmers worldwide now have no obvious successors. Despite all the increases in farm incomes, nobody wants to take over their work in the next generation. Neither the children of the farmers nor others view industrial farming as an attractive profession. As pointed out by Milone & Ventura, (2019, p. 43), “attracting people to farming demands a profound understanding of generational renewal”. Empirical research shows that a new generation of farmers is choosing farming activities primarily according to their interests and preferred lifestyles. These farmers, often with non-agrarian degrees, go beyond the agricultural sector and want to make their mark on the evolution of rural areas by creating and developing a great variety of innovative land-based rural businesses. Most of them are shifting from conventional product-oriented farming business model to innovative service-driven business model called “product plus service”. 

This part designs and explains a theoretical framework of product-oriented farming business model transformation according to the servitization concept. The framework is based on the theory of qualitative structure and case studies of farming servitization with different motivations to support or improve the qualitative structure of a business. Comparative analysis of various business models of farming servitization presents a typology of strategies applied for the shift to the innovative business model of “product plus service”.

This second part of the book will be organized into 4 sections (chapters):

1. Innovative business model “product plus service” as paradigm innovation in farming

2. Framework of product-oriented farming business model transformation strategies based on the theory of qualitative structure

3. Case studies of farming servitization with different motivations

4. Comparative analysis of various business models of farming servitization as a set of tools to support or improve the qualitative structure of a business

III. Territorial servitization of rural regions

Abstract of the part (chapter):  This part of the book aims to investigate initiatives in territorial servitization of rural regions to identify the genuine constraints and facets of post-industrial rural development. The role and specifics of collaboration in the service economy based on close collaboration between service providers and their clients call to reorganise the industrial era rural development policy, however, the benefits of collaboration in accelerating the territorial servitization of the rural regions are still poorly studied in the scientific literature. This research encourages researchers in rural development to focus on the phenomenon of collaboration and its potential to strengthen the economy of rural areas by implementing an innovative service-driven business model in farming and other rural businesses. 

Multi-sided collaborative networks designed to help farmers and other entrepreneurs in rural areas to develop and accelerate the processes of business servitization in collaboration with a wide range of actors and groups are analyzed in this chapter. The theory of qualitative structures helps to reveal the possibilities of collaboration through the implementation of various servitization strategies in rural regions and check the suitability of organizational models and tools of collaborative networks to achieve their strategic goals. Case studies of rural regions’ servitization based on the building of collaborative networks demonstrate best practices in Lithuania and improve the understanding of organizational models of multi-sided platform-based collaborative networks in the context of servitization. The comparative case studies compiled according to the qualitative structures approach present a typology of collaborative networks, focused on the acceleration of economic servitization in rural areas. All case studies at the beginning of each sub-section are placed into an international context by giving a short outline of the situation regarding similar cases around the world.  

This third part of the book will be organized into 6 sections (chapters):

1. Territorial servitization as a challenge to reorganise the rural development policy of the industrial era

2. Increasing role of collaboration in the service economy

3. Specifics of collaboration in the service economy: orientation to multi-sided platform-based networking

4. Framework of collaboration strategies based on the theory of qualitative structure

5. Case studies of rural regions servitization based on collaborative networks building

6. Comparative analysis of various collaboration strategies as tools for territorial servitization of rural regions

Part IV. Discussion and conclusions

Abstract of the part (chapter): This part of the monograph presents a summary of the main findings of the research. Drawing on cross-disciplinary literature and case studies on the service-driven business model in farming and territorial servitization of rural regions, the last chapter of the monograph identifies the post-industrial principles and logic of post-industrial rural development paradigm building.

Bibliography

This part of the monograph gives a list of bibliographical literature sources, which were used in the research.

O autorze

Dalia Vidickienė is a chief researcher at the Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development with forty years of research experience in economics and management. Her main research interests center on rural development and regional innovation policy, servitization, strategic management, and innovative business models, including transformative tourism. She is an author and co-author of books, chapters of books, and many scholarly articles in refereed international scientific journals. She has a long time of experience in the management and coordination of international research and development projects of different EU programmes (FP6, INTERREG, PHARE, Leonardo da Vinci). Currently, she is focusing on research topics dealing with paradigm innovations, including servitization, in rural and regional development caused by the shift into post-industrial servitizated and knowledge-based economic systems.

Rita Lankauskienė is a senior researcher at the Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development. Her recent research interests are focused on social responsibility in sustainable rural and regional development, social innovations in distanced regions, modern business models, as well as their impacts on regional and global sustainable development. She is an author and co-author of more than fifty scholarly articles, chapters of books, the reviewer/board/advisory board member of the Emerald book series, referred international scientific journals and conferences. She holds expertise in the implementation of international scientific research and development projects. 

Rasa Melnikiene is head of the Institute of Economics and Rural Development at the Lithuanian Centre for Social Sciences and chief researcher. She holds long research experience in business and economics. She specializes in rural development, financial integration in the EU and transition economies of CEE, policy on the EU financial perspectives, servitization, modern business models for rural development, and social innovations. She is an author and co-author of books, chapters of books, and many scholarly articles in refereed international scientific journals. She has rich experience in the management and coordination of international research and development projects of different EU programmes (FP6, INTERREG, PHARE, Leonardo da Vinci). 

Zivile Gedminaitė-Raudonė is a chief researcher at the Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development. Her main research focus is sustainable regional and rural development, climate change, circular economy, innovation ecosystems, servitization and transformative tourism, among others.  Zivile Gedminaite-Raudone is an author and co-author of more than forty scholarly articles, chapters of books. She has rich experience in management and coordination of many international research and development projects of different international, the EU and national programmes focusing on new knowledge creation using co-creation and cooperation principles. She actively participates in internships and exchange programmes (Italy, Belgium, Ireland), international scientific conferences with presentations, moderate sections. She is a member of the global Social Responsibility Research Network, European Rural Development Network, Eurasia Business and Economics Society.

Vitalija Simonaitytė is a researcher at the Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development. Her recent research focus is sustainable regional and rural development policy, servitization of farming and modern business models, interest groups and political parties, local and regional actors. She is an author and co-author of publications in various scientific journals and research studies, also she participates in international scientific conferences (ECPR, CEPSA) and international research projects (Comparative Interest Groups Survey, CIGS; European Social Survey, ESS). She has experience in the management and coordination of rural policy planning and implementation. She had recently taken part in implementing the EU common agricultural policy planning at a national level in the field of agricultural knowledge and innovation systems (AKIS).

Blurb

To grasp better what drives today's rural development, this monograph conducts an analysis of qualitative changes in economic and social life caused by a major innovation model inherent to post-industrial society – servitization. The offered conceptual and empirical understanding of the ways of servitization in agriculture and rural development, is examined through the prism of an evolutionary approach based on the theory of Qualitative Structure. It explains why and how a switch from product-oriented to service-oriented business logic happens and suggest many new insights for improving farm management and socio-economic development of rural regions. Combined systematic and evolutionary analysis of literature on servitization and agricultural production strategies are illustrated with case studies of farming and territorial servitization projects implemented in Lithuania. It will be of great interest to researchers and students in rural development studies, servitization and business model innovation.

The monograph is authored by a team of scholars from the Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development, Department of Business Ecosystems.

Dalia Vidickienė is a Principal Researcher. Her main research interests center on strategic management, servitization and other paradigm innovations and innovative business models, rural development and regional innovation policy. 

Rita Lankauskienė is a Senior Researcher and her main research interests are social responsibility in sustainable regional development, social innovations and novel business ecosystems in rural areas.

Rasa Melnikienė is the Chief Researcher, and she specializes in agriculture and rural policy, sustainable development and innovation ecosystems, food supply chains, new business models and business performance evaluation. 

Živilė Gedminaitė-Raudonė is a Senior Researcher and her main research focus is sustainable regional and rural development, circular economy, innovation ecosystems, servitization and transformative tourism. 

Vitalija Simonaitytė is a Researcher and her research focus is sustainable regional and rural development policy, servitization of farming and modern business models, green transformation, and local and regional actors.