Evolving stakeholder ties and co-creation in the agriculture sector: a psychological ownership perspective

Purpose The purpose of this paper is to understand the nature of stakeholder ties in the agriculture sector and to gain insights into how technology tools can be developed and marketed in the agricultural ecosystem, using a conceptual framework of psychological ownership and value co-creation. Design/methodology/approach This is a qualitative study wherein the authors have conducted in-depth interviews with 35 informants in the agriculture industry, ranging from farmers and branding experts to investors and other stakeholders. Findings The study provides unique insights into group identity, local supply chains and geographic factors that underpin agricultural stakeholders’ ties amidst the rapid adoption of digital tools. The paper also discusses how farmers and diverse stakeholders engage with technology and develop a sense of psychological ownership to co-create value, which paves the way to develop and market agricultural technology tools. Originality/value The study gives novel theoretical and managerial insights into how agricultural technology tools can be developed and marketed by leveraging stakeholder ties, psychological ownership and value co-creation. By integrating psychological ownership and value co-creation into their conceptual framework, the researchers help business-to-business scholars and practitioners better understand how agricultural technology products can be marketed in a multi-stakeholder context. The managerial implications are also relevant to marketers beyond the agriculture sector.