Ivey Publishing
Top Cloud-Agri Technology Co., Ltd.: Digital Business Model
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11 pages (7 pages of text)
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Case (Field)
Top Cloud-Agri Technology Co., Ltd. (TPYN) was a Chinese high-tech company serving the agricultural industry. By implementing a digital business model, TPYN transformed from a traditional business model to a digital leader in the industry. To achieve further growth and develop an innovative digital business model, the chairman of the company put forward the new concept of “open, share, integrate, and win-win.” This concept presented not only a rare opportunity for enterprise development but also a considerable challenge, as the required cross-industry, cross-domain integration meant an increased consumption of resources. Should the company look for collaborators within the government or with other larger platforms, or could TPYN continue implementing the new model alone?
Learning Objective:
This case is suitable for use in undergraduate- and graduate-level courses on strategy management, information technology, or innovation management to illustrate and discuss the benefits and challenges of the digital business model in a competitive marketplace. After working through the case and assignment questions, students will be able to
  • describe the digital business model;
  • discuss the impact of an organization’s internal and external contexts on the successful implementation of a new business model;
  • realize the crucial role played by business model innovation in promoting the transformation and upgrading of traditional industries; and
  • understand the view that a non-business model is permanent and business model innovation is a continuous process.
General Management/Strategy,  Entrepreneurship
Agriculture, Forestry, Fishing and Hunting
China, Medium, 2017
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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