Exploring the constraints and enablers for value-in-use creation during the adoption of SaaS solutions : a case study of controlled environment growers

The increasing demand for food and nutrition security has raised the need for smart farming to improve the efficiency in food production. New technologies, such as Software as a Service (SaaS), offer support in decision making in farming. However, SaaS solutions are not consistently adopted, compared to other new technologies, and have a low utilization rate in the horticulture sector. Despite these existing challenges, little is known about the constraints and enablers of value-in-use creation for these SaaS solutions in the adoption phase. This study comprises a qualitative case study including eight interviews of Dutch, Mexican and Moroccan growers. The study established a framework consisting of the facilitating and minimizing practices performed by the agricultural technology providers (ATPs), and constraints and enablers of value-in-use creation as defined by growers. The key findings reveal that (1) it is important for ATPs and growers to collaborate and invest in long-term relationships, (2) ATPs must facilitate interoperability between different SaaS solutions, and (3) the low and mid-tech markets demand more support throughout the adoption phase compared to high-tech farms. The findings guide ATPs and growers in creating a fruitful environment for value-in-use creation with SaaS. Opportunities for future research are proposed, especially ones considering relational aspects in the adoption of knowledge intensive service solutions.