Internet of services-based business model: a case study in the livestock industry


  • Jacqueline Zonichenn Reis Universidade Paulista, São Paulo,
  • Rodrigo Franco Goncalves Universidade Paulista, São Paulo
  • Epaminondas de Souza Epaminondas de Souza Cefet, Belo Horizonte
  • Irenilza de Alencar Nääs Universidade Paulista, São Paulo



Business model, Digital transformation, Agriculture 4.0, Internet of services


Purpose – Considering the relevance of innovative business models in the digitally transformed market and
the lack of clarity on the internet of services (IoS) contribution for a business model deployment in current
literature, this study aims to fill this gap by evaluating a business model that converges to an IoS adoption in
a direct sale of free-range eggs from farmers to consumers.
Design/methodology/approach – From the bibliographical research regarding the IoS and business
model, the authors developed an IoS-based model framework. The framework has been evaluated in a real
business scenario by using a single case study through an interview with the entrepreneur and documental
Findings – As the main result, a framework with the attributes can be considered a tool for an IoS-based
business model deployment. The case study concluded that the business is aligned with the IoS adoption, and
the framework presents adherence to it.
Research limitations/implications – The case study was limited to only one company owing to the
IoS’s novelty and the lack of correlated business models. Although the case study limits to the agriculture
field, the proposed framework may be broadly applied.
Originality/value – Considering that the lack of a comprehensive business model causes new
businesses to face challenges, it is relevant bringing up the present case study of the IoS-based business
model, which correlates these two subjects, still poorly explored in the scientific literature: IoS and
business models.


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Como Citar

Reis, J. Z., Goncalves, R. F., Epaminondas de Souza, E. de S., & Nääs, I. de A. . (2023). Internet of services-based business model: a case study in the livestock industry. INMR - Innovation & Management Review, 19(4), 400-416.