Adapting to the needs of new farmers' generation: Theoretical foundations for rural policy

Abstract

This research highlights the need to develop a better understanding of farming business perspective in the context of servitization of the economy. The article analyses the factors influencing the potential of industrial agricultural system, which make farming risky and unattractive business, as well as the emerging new business vision of the post-industrial farmers' generation. The aim of the article is to identify the key new theoretical foundations for post-industrial rural policy paradigm, which corresponds to the needs of new farmers' generation. The theory of service-driven business model is proposed as an integrative basis for the development of post-industrial rural development policy theory. It is suggested that a paradigm shift should focus on implementation of collaboration strategy. The main task of post-industrial rural policy is to introduce innovative tools for coordination between actions of farmers and their customers by supporting the establishment and development of various two-sided networks and its platforms.