Business model innovation in the food sector: towards a dimensional framework for analyzing the value proposition of digital platforms for food information services

Abstract

PurposeDigital platforms for the provision of food information-based services (FISs) represent a consolidated business with increasing revenue streams for entrepreneurs. Such platforms have transformed and clarified the nature of uncertainty and ambiguity inherent in the traditional food sector entrepreneurial processes. Anyway, a clear understanding of the value of digital platforms for FISs is not yet consolidated in the literature. With this paper, the authors try to fill this gap through a critical literature review of scientific research that combines knowledge on food consumer's behavior and user's knowledge behavior.Design/methodology/approachThe authors carried out a critical literature review of scientific research combining knowledge of food consumer's and food information user's behavior. This allowed the identification of the main value components of FISs.FindingsThe authors propose a multidimensional framework for modelling the value proposition of digital platforms for FISs. Three main value dimensions have been identified: relevance, credibility, and accessibility. These dimensions concur with the consumer's perceived value of consumers in terms of benefits increase and cost reduction.Research limitations/implicationsThe research was intended to shed light on aspects characterizing consumers' perception of food information value. The authors put in evidence that the informational perspective of food communication is under-investigated. This study attempts to provide a holistic overview of the dimensions impacting on consumers' perception of the value of information for food consumers, opening new research perspectives.Practical implicationsThe framework represents a tool for positioning food information offerings on the market, with the objective to analyze the value proposition of FISs according to a consumer perspective and to understand gaps of current offering of FISs. Moreover, it may support the design of a new generation of digital platform for food information provision, which would respond to consumers' expectations and information needs, highlighting emerging business opportunities for digital entrepreneurs.Originality/valueFew research works provide a characterization of value proposition of digital platforms providing food information to consumers. In particular, to date, literature lacks of a holistic overview of the dimensions influencing consumer's perception of the information value of food communications.