Farmstar goes global: corporate entrepreneurship bringing sustainable value innovation to agribusiness
Author: Warr, Benjamin ; Carrick Cagna, Anne-Marie ; Van Wassenhove, Luk N.INSEAD Area: Technology and Operations ManagementPublisher: Fontainebleau : INSEAD Social Innovation Centre (ISIC) 2010.Language: EnglishDescription: 24 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: This case tells the story of successful corporate entrepreneurship bringing sustainable value innovation to agribusiness. It recounts the history of EADS-Astrium subsidiary, Infoterra, and the development of a new product-service called Farmstar to help farmers reduce costs and increase yields. The case describes the creation of uncontested market space through the successful development of an innovative product that increases private benefits (profits) on adoption. Farmstar also generates public benefits (lowers pollution) by reducing the negative externalities of intensive agriculture. The process of simultaneously increasing public and private benefits through productivity increase and cost reduction is known as sustainable value innovation (SVI).Pedagogical Objectives: Describing the quest to achieve SVI, the case demonstrates the importance of i) identifying and assessing reliable trends across geographies and traditional industrial sectors when defining long-term strategic objectives; and ii) nurturing effective operational partnerships that span the technology life cycle of research, development and commercialisation.| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
This case tells the story of successful corporate entrepreneurship bringing sustainable value innovation to
agribusiness. It recounts the history of EADS-Astrium subsidiary, Infoterra, and the development of a new
product-service called Farmstar to help farmers reduce costs and increase yields. The case describes the creation
of uncontested market space through the successful development of an innovative product that increases private
benefits (profits) on adoption. Farmstar also generates public benefits (lowers pollution) by reducing the negative
externalities of intensive agriculture. The process of simultaneously increasing public and private benefits
through productivity increase and cost reduction is known as sustainable value innovation (SVI).
Describing the quest to achieve SVI, the case demonstrates the importance of i) identifying and assessing reliable
trends across geographies and traditional industrial sectors when defining long-term strategic objectives; and ii)
nurturing effective operational partnerships that span the technology life cycle of research, development and
commercialisation.
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