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This study aims to propose and assess a model with the main elements influencing Brazilian agtech scalability with the aim of supporting the scalability process of startups that find themselves in the stage of initial conception of the business model.

The research was conducted using the design science research (DSR) method. The data for assessing the proposed model were collected through in-depth interviews. The answers were analyzed quantitatively, using descending hierarchical classification (DHC), correspondence factor analysis (CFA), and level of agreement; and qualitatively, using content analysis.

Considering the Brazilian context, the objective, environmental, structural, and evaluative dimensions presented positive characteristics for the main criteria analyzed (operational viability, generality, clarity, adaptation to the reality studied, completeness, consistency, comprehensibility, and structural simplicity). Specific improvements were proposed in all the criteria analyzed.

The artifact can be considered a strategic guide for agtechs that have yet to overcome the barrier of initial conception of the business model. The model enables the identification of the main problems that agtechs can encounter in their life cycle, as well as seeking solutions in advance.

Although Agtech firms have promoted digital platforms for retailing farm supplies (RFS), farmers are sceptical while purchasing them online. As a result, they struggle to generate a sustained demand. Among other approaches, these platforms onboard complementors to become full-stack farming solution providers. Whether platform complementarity can induce farmers' trust remains ambiguous. Literature on network externality theory highlights that complementarity positively affects the perceived value for buyers. The sociotechnical systems literature indicates that perceived value is an antecedent of user trust. In this vein, the authors ask: Does perceived complementarity affect farmers' trust in the RFS platform? Alternatively, the Agtech firms augment the platform's look and feel to make the digital retail setting appear “normal” to farmers. The extant research on the social cognitive theory indicates that a retail setting conforming with the generalised expectancy of buyers harbours their trust. Against this backdrop, the authors ask whether situational normality affects farmers' trust in the RFS platform.

The study is based on a questionnaire survey of 212 Indian farmers using RFS platforms. The data were analysed using structural equation modelling (SEM) analysis.

This study establishes that platforms' complementarity and situational normality ameliorate farmer trust. The authors also identify the socioeconomic factors shaping the farmers' trust in platforms.

The present study has taken all RFS together as a single umbrella category, which can be considered a limitation. Also, the study is based on the cross-sectional survey of RFS platform users; the farmers' attitudes are dynamic in nature and evolve over time; however, the temporal factors shaping the farmer attitudes have not been considered in this study.

The study establishes the epistemological relationship between complementarity, situational normality and farmers' trust in agricultural platforms.

Although growing Internet penetration in the hinterlands has attracted agribusinesses to promote digital platforms, farmers are sceptical about using them. The literature discusses agricultural platforms from the theoretical perspective of technological determinism, where the platforms are developed and promoted by firms in a top-down manner to be accepted by farmers. However, this approach results in poorly configured platforms with limited utility for farmers. It is evident from the existing literature that the mere creation of a platform business is not sufficient to guarantee adoption by users. Hence, this study explores how to make the agricultural platform more attractive for farmers.

The present study is based on a discrete choice experiment performed on 126 Indian farmers using agricultural platforms. The data were analysed using the conditional logistic regression method.

The study suggests that farmers expect government and cooperative entities to be also embedded with the platforms. Complementary features such as prompt service, competitive pricing and farm credit were identified as essential attributes. Further, the platforms should enable smallholders to trade farm produce by providing a mechanism for real-time online nudging and bargaining with buyers.

The study is based on the applications of random utility theory. The research has utility for Agtech managers, cooperative institutions and agricultural policymakers.

This is one of the first studies focussing on agricultural platform design from the farmers' perspective. The study implies that incorporating preferred attributes can help practitioners configure platforms to benefit farmers with prospects concerning farm management decisions.

This study investigates economic sustainability through orientation and absorptive capacity.

The researchers developed a conceptual framework based on vigorous literature for this investigation. This study targeted managers from Pakistan's SME sector as respondents and employed cross-sectional data. In total, the authors based this study's findings on 192 valid cases.

The structural equation modeling (SEM) results highlight that innovation orientation (IO), customer orientation (CO), supplier orientation (SO), network orientation (NO) and absorptive capacity (AC) have significant effects on economic sustainability (ES). Moreover, this study's findings show that ES significantly predicts environmental sustainability (ENS). Finally, the results also demonstrate that ES and ENS positively and substantially affect financial performance (FP).

This study's findings help SMEs continue sustainable business practices by avoiding adverse environmental effects and ongoing climate changes. This study's findings contribute also to the manufacture of eco-friendly environmental products to reduce the contamination of the environment. Financial institutions and policymakers would boost SME owners' capacity and the obtainability of financial resources to improve Pakistani SMEs’ sustainable economic and environmental performance.

This study's findings help to enrich environmental and economic sustainability and, more significantly, for developing countries.