Modeling the Process of Idea Generation for Designing Sustainable Services in the Agriculture Sector

The emergence of new services requires a lot of effort, and most of all, creativity. The business longs for innovation in all fields, including the agricultural business. Moreover, the development of sustainable services in agriculture is even more important to enable a response to climate change, meet customers' demands for ecology, and comply with government regulations for sustainable farming. There is no specific model for organizing the idea generation process for modeling sustainable services, or the existing models do not fully satisfy the businesses looking for the idea generation guidelines in sustainable farming. Therefore, all these factors underscore the need for a specific model to develop sustainable services in agriculture. Based on research on designing sustainable services, the modelling process of idea generation, and the model of the idea generation process for designing sustainable services in the agricultural sector was developed and presented in this article. The article explains the process of creating a model in the field of sustainability and conducts research on its implementation involving companies operating in the sustainable agriculture sector. The steps of the model application are explained in detail. As the study shows, the model of the idea generation process can be widely used not only for modeling sustainable services in agriculture, but also in a broad spectrum of service design.