This thesis provides a holistic view on the topic via an exploratory interview study approach.
Looking through a service-dominant-logic-lens the author puts the insights of the farm
automatization industry in relation to existing service innovation literature. The influence of
interconnectivity is illustrated stepwise. Models of the present and the future value network
are drawn which show the expanding need of information exchange between the value network and
the supply chain. Additionally the author identifies the interplay of interconnectivity and
the demand for transparency as the driver for new service innovations. To ensure the
information exchange the need of a non-proprietary data exchange platform in the agricultural
sector is being suggested.
