BUSINESS MODEL INNOVATION AT AN AGRICULTURAL BIOTECHNOLOGY COMPANY
DOI:10.5773/rai.v8i2.654

Authors

  • Mariane Figueira Universidade Federal de Lavras
  • Andre Luiz Zambalde Universidade Federal de Lavras
  • Joel Yutaka Sugano Universidade Federal de Lavras

Keywords:

Business Model, Business Model innovation, Agricultural Biotechnology.

Abstract

The purpose of this article is to investigate the business model practice and the existence of business model innovation within an agricultural biotechnology organization in Brazil. This is a qualitative study of exploratory character, with case study procedures based upon bibliographical and documental references, as well as in-depth interviews, which were analyzed using the content analysis technique. After describing the nuclei of the concepts of business model and business model innovation and applying these concepts to Monsanto do Brasil S.A. (Monsanto Brazil, Inc.), as well as the company’s historical path, the study allowed concluding that, after incorporating biotechnology into its businesses, Monsanto innovated its business model. The results showed that the innovation was based upon the offer of value propositions previously unknown to the company’s customers (the farmers) and upon changes in some of the components of the company’s business model, such as the management infrastructure and the financial aspects.

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Author Biographies

  • Mariane Figueira, Universidade Federal de Lavras
    Doutoranda em Administração pela Universidade Federal de Lavras – UFLA
  • Andre Luiz Zambalde, Universidade Federal de Lavras
    Doutor em Engenharia de Sistemas e Computação pela Universidade Federal do Rio de Janeiro - UFRJ Professor associado pela Universidade Federal de Lavras – UFLA
  • Joel Yutaka Sugano, Universidade Federal de Lavras
    Doutor em Doctoral Program in Japanese Economy and Business - CJEB Professor associado pela Universidade Federal de Lavras – UFLA

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Published

2011-08-31

Issue

Vol. 8 No. 2 (2011)

Section

Artigos

License

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How to Cite

BUSINESS MODEL INNOVATION AT AN AGRICULTURAL BIOTECHNOLOGY COMPANY DOI:10.5773/rai.v8i2.654. (2011). INMR - Innovation & Management Review, 8(2), 106-131. https://revistas.usp.br/rai/article/view/79216