Anna Waßenhoven, research assistant and PhD student at the Chair of Entrepreneurship and Innovative Business Models of Prof. Dr. Stefanie Bröring, is among the top 3 candidates for the “Förderpreis der Agrarwirtschaft”. The prize is awarded annually to innovative ideas and projects that make a significant contribution to the further development of the agricultural sector.

On November 11, 2023, Anna Waßenhoven will pitch her study on the digitalization of the agricultural machinery industry at the business forum of the agrarzeitung. This transformation from purely physical products to holistic digital solutions is leading to a change in the business models of traditional machinery manufacturers, who also need to develop a new, expanded organizational identity in terms of a digital service provider. The research project focuses on the strategic adaptation of the firms’ organizational identity and their product portfolio with the aim to derive strategies for the sustainable digitalization of the agricultural machinery industry.