This book seeks to contribute to the understanding of the ongoing transformations in the soybean value chain in Brazil, with the diffusion of the Industrial Seed Treatment (ITT) as an innovative and market segmenting practice. In the context of intensifying competition in seed and plant protection product markets in large emerging countries like Brazil, with the growth of local companies supplying inputs for agriculture, the strategies that are outlined around TIS may indicate the movements of large multinational groups producing seeds and plant protection products to maintain leadership and strengthen their governance in agricultural commodity value chains. The use of TIS represents the possibility of adding benefits and capturing value, from the point of view of the companies developing concepts and strategies to operate in the segment. It was observed that the strategies of leadership by benefits generation, implemented through the forms of configuration and availability of TIS, result in strengthening the governance of the soybean value chain, in the stages of seed and grain production, by the companies producing plant protection products.