Przykłady tworzenia wspólnej wartości (CSV) w agrobiznesie w Polsce

The research goal of this paper is to identify the possibility to transform the concept of Corporate Social Responsibility (CSR) towards the concept of Creating Shared Value (CSV) in agribusiness. In the paper, both concepts are compared and the ways of their application are exemplified. A literature review and summative content analysis have been used to study CSR reports of four leading food companies in Poland. The study enabled the exemplification of good practices of shared value creation in the analysed agribusiness entities which publish information on their social impact. It concludes that the implementation of a new CSV approach is an important challenge for agribusiness companies. There are many areas where economic value can be augmented by new approach applications in agribusiness. Unfocused philanthropy, in the form of charitable donations and volunteering, should be replaced by the direct activity of companies aimed at solving social and environmental problems of agribusiness. Companies should make more effort towards shared value creation focused on reconceiving products and markets, redefining productivity in the value chain and building supportive agribusiness clusters. Some good practices presented in this study already are implemented. It contributes to identifying and gaining insight into the process of superseding CSR by the CSV approach in agribusiness, in Poland. This paper brings the discussion about social responsibility in agribusiness to a new level.Celem badań było zidentyfikowanie możliwości zastąpienia koncepcji społecznej odpowiedzialności biznesu (CSR) koncepcją tworzenia wspólnej wartości (CSV) w agrobiznesie. Obie koncepcje porównano, a także zegzemplifikowano sposoby ich zastosowań. Dokonano przeglądu literatury i przeanalizowano treści raportów CSR czterech liderów wśród przedsiębiorstw produkujących żywność w Polsce. Badanie umożliwiło egzemplifikację dobrych praktyk tworzenia wspólnej wartości w analizowanych przedsiębiorstwach agrobiznesu, które upubliczniają informacje o ich oddziaływaniu społecznym. Z badań wynika, że implementacja nowego podejścia CSV jest ważnym wyzwaniem dla przedsiębiorstw agrobiznesu. W wielu obszarach agrobiznesu wartość ekonomiczna może zostać podniesiona przez zastosowanie nowego podejścia. Przypadkowa filantropia w formie charytatywnych datków i wolontariatu powinna zostać zastąpiona bezpośrednią działalnością przedsiębiorstw ukierunkowaną na rozwiązywanie problemów społecznych i środowiskowych agrobiznesu. Przedsiębiorstwa powinny podjąć większy wysiłek w kierunku tworzenia wspólnej wartości przez skupienie się na przeformułowaniu swoich produktów i rynków, przedefiniowaniu produktywności w łańcuchach wartości oraz budowaniu wspierających klastrów agrobiznesu. W artykule przedstawiono już zastosowane dobre praktyki. Artykuł przyczynia się do zidentyfikowania i pokazania procesów zastępowania CSR przez koncepcję CSV w agrobiznesie w Polsce. Artykuł podnosi dyskusję o społecznej odpowiedzialności w agrobiznesie na nowy poziom

Urban agriculture business models and value propositions: Mixed methods approach based on evidence from Polish and Italian case studies

Nowadays, trends related to alternative promotion options for small farmers in changing agri-food supply chains stand out. Urban Agriculture (UA) is a multifaceted system ranging from traditional production, processing, distribution, and consumption to a collection of new and less imagined goods and services. UA generally differs from conventional food chains in the origins, the place of production, and the production conditions. This paper focuses on an aspect less addressed by previous research: the analysis of strategic business models adopted by urban farm (UF) practitioners. The work uses a meta-model called Business Model Canvas (BMC), expanding on it with Value Proposition Canvas (VPC) model to explore how they communicate value to target customers and different market segments. Accordingly, in-depth interviews and participant observation were conducted from February 2020 – to February 2021 to gather extensive qualitative information. We selected two European economies in Eastern and Western Europe, Poland and Italy, with different UA relevance and functionality, to better identify potential UF business models. We identified three UF business strategies: service-oriented, product-oriented and land-use-oriented. UFs are gaining traction by impacting beyond financial and economic significance. The new value proposition is a powerful way to create a broader customer base and develop innovative product and service solutions to deliver unique value. It is a development path for UFs and urban agglomerations’ sustainable development. This study led to the conceptualization of the cross-cultural business meta-model of UF. It recognizes UFs as distinct entities with diverse functions and value propositions and informs the emergent UA theory and practical applications in UFs

Urban agriculture business models and value propositions: Mixed methods approach based on evidence from Polish and Italian case studies

Nowadays, trends related to alternative promotion options for small farmers in changing agri-food supply chains stand out. Urban Agriculture (UA) is a multifaceted system ranging from traditional production, processing, distribution, and consumption to a collection of new and less imagined goods and services. UA generally differs from conventional food chains in the origins, the place of production, and the production conditions. This paper focuses on an aspect less addressed by previous research: the analysis of strategic business models adopted by urban farm (UF) practitioners. The work uses a meta-model called Business Model Canvas (BMC), expanding on it with Value Proposition Canvas (VPC) model to explore how they communicate value to target customers and different market segments. Accordingly, in-depth interviews and participant observation were conducted from February 2020 - to February 2021 to gather extensive qualitative information. We selected two European economies in Eastern and Western Europe, Poland and Italy, with different UA relevance and functionality, to better identify potential UF business models. We identified three UF business strategies: service-oriented, product-oriented and land-use-oriented. UFs are gaining traction by impacting beyond financial and economic significance. The new value proposition is a powerful way to create a broader customer base and develop innovative product and service solutions to deliver unique value. It is a development path for UFs and urban agglomerations' sustainable development. This study led to the conceptualization of the cross-cultural business meta-model of UF. It recognizes UFs as distinct entities with diverse functions and value propositions and informs the emergent UA theory and practical applications in UFs