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A Step toward Water Use Sustainability: Implementing a Business Model Canvas for Irrigation Advisory Services

Author

Listed:
  • Alessandra Santini

    (Department of Land, Environment, Agriculture and Forestry (TESAF), University of Padova, 35020 Legnaro, Italy)

  • Antonella Di Fonzo

    (CREA Research Centre for Agricultural Policies and Bioeconomy, 00184 Rome, Italy)

  • Elisa Giampietri

    (Department of Land, Environment, Agriculture and Forestry (TESAF), University of Padova, 35020 Legnaro, Italy)

  • Andrea Martelli

    (CREA Research Centre for Agricultural Policies and Bioeconomy, 00184 Rome, Italy)

  • Orlando Cimino

    (CREA Research Centre for Agricultural Policies and Bioeconomy, 00184 Rome, Italy)

  • Anna Dalla Marta

    (Department of Agriculture, Food, Environment and Forestry, University of Florence, 50144 Florence, Italy)

  • Maria Carmela Annosi

    (Department of Social Sciences, Business Management and Organization Division, Wageningen Universiteit, 6707 KN Wageningen, The Netherlands)

  • Francisco José Blanco-Velázquez

    (Evenor-Tech, 41018 Seville, Spain)

  • Teresa Del Giudice

    (Department of Agricultural Sciences, University of Naples Federico II, 80055 Naples, Italy)

  • Filiberto Altobelli

    (CREA Research Centre for Agricultural Policies and Bioeconomy, 00184 Rome, Italy)

Abstract

Some major future global challenges are linked to more efficient use of water for irrigation to respond to the growing water scarcity coupled with the increasing food demand. Although irrigation advisory services (IASs) are considered effective instruments to increase water use efficiency in agriculture, their diffusion remains limited. This is due to several constraints mainly linked to their low accessibility and high costs. To overcome the bottlenecks associated with IASs’ adoption, this paper proposes a business model (BM) as a tool for scaling up IASs within a business perspective, with the aim of encouraging the diffusion of this technology while enhancing the associated environmental and social benefits. Drawn from the experience of the OPERA project, we structured the business model taking advantage of the opinion of relevant stakeholders and IASs’ potential users to identify specific limitations and understand their needs. It turned out that farmers are willing to adopt IASs but require that the service is easily accessible, with high-quality information that are delivered at an affordable cost. Indeed, here a BM with an innovative way to produce and deliver value is proposed. The value proposition is built upon key features namely, integration, customization, accessibility, and sustainability that reflect users’ needs and preferences. Our BM also provides a detailed revenues strategy that guarantees the financial sustainability of IASs. To design and represent our BM, the “Business Model Canvas ©” has been adopted. We concluded that an innovative and well-structured BM has the potential to leave the IASs profitable and capable to ensure environmental and social sustainability.

Suggested Citation

  • Alessandra Santini & Antonella Di Fonzo & Elisa Giampietri & Andrea Martelli & Orlando Cimino & Anna Dalla Marta & Maria Carmela Annosi & Francisco José Blanco-Velázquez & Teresa Del Giudice & Filiber, 2023. "A Step toward Water Use Sustainability: Implementing a Business Model Canvas for Irrigation Advisory Services," Agriculture, MDPI, vol. 13(5), pages 1-13, May.
    • Handle: RePEc:gam:jagris:v:13:y:2023:i:5:p:1081-:d:1150307
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    References listed on IDEAS

    as
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