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Considering the relevance of innovative business models in the digitally transformed market and the lack of clarity on the internet of services (IoS) contribution for a business model deployment in current literature, this study aims to fill this gap by evaluating a business model that converges to an IoS adoption in a direct sale of free-range eggs from farmers to consumers.

From the bibliographical research regarding the IoS and business model, the authors developed an IoS-based model framework. The framework has been evaluated in a real business scenario by using a single case study through an interview with the entrepreneur and documental analysis.

As the main result, a framework with the attributes can be considered a tool for an IoS-based business model deployment. The case study concluded that the business is aligned with the IoS adoption, and the framework presents adherence to it.

The case study was limited to only one company owing to the IoS’s novelty and the lack of correlated business models. Although the case study limits to the agriculture field, the proposed framework may be broadly applied.

Considering that the lack of a comprehensive business model causes new businesses to face challenges, it is relevant bringing up the present case study of the IoS-based business model, which correlates these two subjects, still poorly explored in the scientific literature: IoS and business models.

This paper aims to analyze the evolution and interaction over time of the functions of a technological innovation system (TIS) based on the concept of an innovation motor.

It is a case study of the innovation system associated with the technology for producing cage-free pullets for laying eggs in Pelotas/Rio Grande do Sul (RS).

The motors proposed by the TIS approach evolve sequentially and are associated with cumulative causality mechanisms. The study's results identified two functionalities: analysis of the chain as a whole and coordination of the actors involved in the system. The study's results also identified the presence of inflection points at the beginning of each of the motors.

The absence of a more accurate detailing of the market motor in discussions of the evolution of the motors and functions of TIS cage free Pelotas.

Innovation Motors as a new guiding approach for participatory innovation initiatives in rural areas.

Application of the TIS approach in agribusiness and proposition of two new functions for motor analysis, in addition to including inflection points as activation triggers in the evolution between motors.