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

Purpose This 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/approach The 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. Findings The 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 implications The 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/value Our 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.