Case Studies of Farming Servitization with Different Motivations

This chapter introduces six case studies of farming servitization with different motivations. The multiple case study research was essential for the in-depth examination of participants' perspectives on the servitization of farming within its natural context. The stories of farm owners and managers, and their perceptions of the wider forces at work on their farms and beyond, provided valuable information for theoretical insights. Gaining in popularity the innovative farming business model is examined with a focus on its evolution when it is gradually shifting from an agricultural product-driven to a product-service system. The investigation revealed the ways of servitization in agriculture by analysing farmers’ motivation to switch from product-oriented business logic to service-oriented business logic and by identifying the strategies applied for product-service system building at the farm.