| Title |
Servitization as a Tool to Increase Vitality of Ageing Rural Community / |
| Authors |
Vidickienė, Dalia ; Gedminaitė-Raudonė, Živilė |
| DOI |
10.2478/euco-2019-0006 |
| Full Text |
|
| Is Part of |
European countryside.. De Gruyter Open LTD. 2019, 11, 1, p. 85-97.. ISSN 1803-8417 |
| Keywords [eng] |
service-driven business model ; servitization ; rural development policy ; agriculture ; ageing |
| Abstract [eng] |
Recently, the EU policy measures have been widely applied to encourage early retirement from farming. Current age structure of society requires opposite approach. Key challenges for rural development policy aiming to increase quality of life of elder people are dealing not only with traditional help and support measures, but with involvement of elder generation into economic and social life also. The new EU agricultural policy measures should ensure that funding and institutional incentives support extending working and active social life of elder farmers. One of possible ways to change approach deals with servitization. However, despite implementation of service-driven business model in agriculture opened new possibilities to use knowledge and experience of old generation, the servitization movement is still weak in agriculture. Restricted adoption of service-driven business models in agriculture largely depends on the lack of research on this topic and guidelines for practitioners. The aim of the paper is to demonstrate an ability of servitization projects to influence the vitality of rural communities by generating economic, social and cultural effects. Case study on innovative servitization initiative “Rent a piece of garden” in rural areas of Lithuania is provided as illustration of innovative business model in agriculture and multifaceted impact of servitization on vitality of ageing rural community. |
| Published |
De Gruyter Open LTD |
| Type |
Journal article |
| Language |
English |
| Publication date |
2019 |
