Sharing and Co-Creating Value: Innovation in Platform-Based Agricultural Service Models Driven by Service Demand Collaboration—A Case Study of the JN Life

Abstract

Platform-based agricultural service models have increasingly become a primary approach to agricultural socialized services in China. This study investigates a service-demand-driven platform-based agricultural service model through the case of JN Life initiated by nine ecological farms. Based on the theory of value co-creation, it traces the development of the JN platform ecosystem across three phases: emergence, formation, and expansion. The study examines how farm members and key stakeholders of the JN platform actively collaborate throughout these phases, transitioning from value propositions to institutional arrangements, resource integration, and achieving value co-creation. This process is referred to as an endogenous (vs. exogenous) platform-based agricultural service model. The findings provide valuable insights into advancing the sustainable development of ecological farms and agricultural socialized services, as well as enhancing collaborative innovation in the platform ecosystem.

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