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Co-creation of value-in-use through big data technology- a B2B agricultural perspective

机译：通过大数据技术共同创造价值 - B2B农业观点

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PurposeThis paper aims to discuss the concepts of co-creation and value-in-use with a specific focus on big data technology in agriculture. The authors provide a unique narrative of how farmers experience co-creation and value-in-use in monetary and non-monetary forms.Design/methodology/approachThe qualitative study is based on semi-structured interviews with mid-Western farmers. The constant comparative method was used for coding the data. Results were analyzed through open and axial coding, and matrix queries helped establish linkages between different concepts via NVivo 12.FindingsThe paper provides rich insight into co-creation through direct and indirect interaction, autonomous co-creation and epistemic, monetary and environmental value-in-use in the digital agriculture sector. Interestingly, co-creation through indirect interaction gives rise to epistemic value-in-use. Also, value-co-destruction can undermine co-creation, while relational actors and the concept of psychological ownership are very relevant to the process of co-creation.Social implicationsThe research can impact policy, as it addresses a very relevant issue of how farmers relate to big data technology amidst growing consolidation and privacy concerns in the digital agriculture sector.Originality/valueOur work is both theoretically and contextually relevant. We incorporate elements of service-dominant and customer-dominant logic while analyzing farmers' perspectives of co-creation and value-in-use.
机译：目的论文旨在讨论与农业大数据技术的特定重点讨论共同创造和使用价值的概念。作者提供了一个独特的叙述，农民在货币和非货币形式中如何创造和使用价值.Design/methodology/Approach的定性研究是基于与中西农民的半结构化访谈。常数对比方法用于编码数据。通过开放和轴向编码分析结果，矩阵查询有助于通过NVivo 12在不同概念之间建立联系.Findingsthe纸张通过直接和间接的相互作用，自主共同创造和认识，货币和环境价值来提供丰富的洞察力。 - 在数字农业部门中使用。有趣的是，通过间接相互作用共同创造引起认知价值使用。此外，有价值的销毁可以破坏共同创造，而关键演员和心理所有权的概念与共同的过程非常相关。社会致命的研究可以影响政策，因为它解决了农民的方式有关的问题在数字农业部门的巩固和隐私问题日益增长和隐私问题中，涉及大数据技术。人际纲/价值工作在理论上和上下文上。我们在分析农民的共同创造和使用价值的角度时纳入了服务主导和客户主导逻辑的元素。

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