Value co-creation through digital technology and business relations: A case study in an agribusiness cooperative company Islamic' education-based

¹ Departement of Agro-Socio Economics, Universitas Padjadjaran, Jalan Ir. Soekarno km.21 Jatinangor, Sumedang, Indonesia
² Agrotechnopreneur Study Program, Universitas Padjadjaran, Jalan Ir. Soekarno km.21 Jatinangor, Sumedang, Indonesia

^* Corresponding author: hesty.nurul@unpad.ac.id

Abstract

Maintaining good relations and achieving mutual benefits among agribusiness actors is essential in an agricultural business network. This study explores the concept of shared value co-creation (VCC), where group members collaboratively develop new business models for horticulture product marketing promoted by digital technology and business networks. Research on an agribusiness cooperative managed as an Islamic educational institution demonstrates that shared VCC is an effective strategy for developing agribusiness cooperatives. Key factors include collaboration, digital technology utilisation, human resource competency development in agribusiness, and leveraging cooperative networks. The ability to seek opportunities and build stakeholder relationships facilitates shared VCC, leading to mutual benefits. The study findings suggest that a collaborative approach, respect for good relationships, and a focus on intangible resources can enhance supply chain networks and marketing of local agribusiness products. Value networking, business collaboration, digital agribusiness, and e-commerce are crucial.