Research on World Agricultural Economy

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

Rolandas Drejeris

Agriculture Academy, Vytautas Magnus University, Kaunas LT‑53361, Lithuania

Simona Jankauskaitė

Faculty of Business, Kauno kolegija Higher Education Institution, Kaunas LT‑50468, Lithuania

DOI: https://doi.org/10.36956/rwae.v6i4.2385

Received: 25 June 2025 | Revised: 18 July 2025 | Accepted: 25 July 2025 | Published Online: 29 October 2025

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Abstract

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.

Keywords: Idea Generation; Modelling a Process of Design; Sustainable Services; The Sector of Agriculture

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