Creating a digital platform for the agricultural cooperative system through interorganizational collaboration

Abstract

In the era of Agriculture 4.0, agricultural cooperatives are struggling to understand the challenges and threats the digital platforms of large agribusiness corporations represent for the competitiveness of cooperative systems. An opportunity in this context is for agricultural cooperatives to enter the platform economy and collaboratively develop their digital platform. This study aims to analyze the process of creating a digital platform through the collaboration of agribusiness cooperatives. The action research method, which involved four interconnected cycles, was followed. The first cycle aimed to generate strategic alignment among thirty cooperatives to promote digital innovation. The second cycle referred to conceptualizing and establishing the project's governance structure and developing three minimum viable products. The third cycle involved the construction of the digital platform. The fourth and final cycle focused on instantiating the platform through diffusion and utilization by the cooperatives. A digital platform was developed, considering the potential for building relationships and adopting cooperative concepts. The platform gives participants access to a digital business ecosystem and direct access to the community of users, the infrastructure and the data. This means the cooperatives can manage them without subordination to large multinational companies that may threaten their long-term survival. The study contributes to theory by proposing a systematic method to create digital platforms following a cooperative approach. It also contributes to the managerial practice by revealing the steps and challenges managers may face when implementing digital platforms in the context of cooperatives. The platform attracted over 13,000 active users in three years and represented more than 1,700,000 ha of land for food production in Brazil.