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

cris.virtual.author-orcid0000-0003-0145-041X
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cris.virtual.author-orcid0000-0003-0644-9987
cris.virtualsource.author-orcid43afc2d8-be06-488e-8004-8fd1a70a8935
cris.virtualsource.author-orcid#PLACEHOLDER_PARENT_METADATA_VALUE#
cris.virtualsource.author-orcid#PLACEHOLDER_PARENT_METADATA_VALUE#
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cris.virtualsource.author-orcidc6d55ce0-07f2-4a9b-aab0-4d2dfc9e63a1
dc.abstract.enNowadays, 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.
dc.affiliationWydział Ekonomiczny
dc.affiliation.instituteKatedra Ekonomii
dc.affiliation.instituteKatedra Finansów i Rachunkowości
dc.contributor.authorWiśniewska-Paluszak, Joanna
dc.contributor.authorPaluszak, G.
dc.contributor.authorFiore, M.
dc.contributor.authorCoticchio, A.
dc.contributor.authorGalati, A.
dc.contributor.authorLira, Jarosław Teofil
dc.date.accessioned2025-10-27T12:21:13Z
dc.date.available2025-10-27T12:21:13Z
dc.date.issued2023
dc.description.bibliographybibliogr.
dc.description.financepublication_nocost
dc.description.financecost0,00
dc.description.if6,0
dc.description.numberApril 2023
dc.description.points140
dc.description.volume127
dc.identifier.doi10.1016/j.landusepol.2023.106562
dc.identifier.eissn1873-5754
dc.identifier.issn0264-8377
dc.identifier.urihttps://sciencerep.up.poznan.pl/handle/item/5488
dc.languageen
dc.relation.ispartofLand Use Policy
dc.relation.pagesart. 106562
dc.rightsClosedAccess
dc.sciencecloudnosend
dc.subject.enbusiness economics
dc.subject.enBusiness Model Canvas
dc.subject.enValue Proposition Canvas
dc.subject.enurban agriculture
dc.subject.enurban farm
dc.subject.enPoland
dc.subject.enItaly
dc.titleUrban agriculture business models and value propositions: Mixed methods approach based on evidence from Polish and Italian case studies
dc.typeJournalArticle
dspace.entity.typePublication
oaire.citation.volume127