DIGITAL SERVITIZATION AS A DRIVER OF INNOVATION IN THE AGRICULTURE OF NORTHERN REGIONS

Innovation-driven development of agriculture in the northern regions of Russia is constrained by a shortage of qualified workers capable of effectively operating advanced agricultural machinery. Digital servitization offers opportunities for remote maintenance and adjustment of equipment, yet its potential applications in agriculture remain poorly understood. This study aims to explore the possibilities of applying digital servitization business models to promote innovation-driven agricultural development in northern Russia. The research employs statistical and comparative analyses, as well as Osterwalder and Pigneur's business model canvas. The study’s novelty lies in proposing a new system of interactions between agricultural producers and farm machinery manufacturers, centered on creating a unified value proposition within digital servitization business models. Key features of farm maintenance in northern regions are identified, and possible digital servitization business models are described, including auxiliary services across various stages of the agricultural value chain. Based on a comparative analysis, the study substantiates that the after-sales service model is the most suitable for implementation in northern agricultural settings. Measures for developing digital servitization to drive innovative transformation in the region’s agriculture are proposed. The findings demonstrate that digital servitization enhances inclusiveness in agricultural development, improving small and medium-sized producers’ access to advanced equipment tailored to their specific needs, thereby facilitating the adoption of innovative methods and technologies in agribusiness. The study’s conclusions regarding the factors and conditions for innovation-driven development in the northern agro-industrial complex, along with recommendations for implementing digital solutions, have practical significance. Future research will focus on integrating digital servitization strategies into broader regional socio-economic development plans.