Asian Agribusiness Management

Case Studies in Growth, Marketing, and Upgrading Strategies

This book of case studies is designed to provide useful information for instructional purposes and for those interested in the management of Asian agribusiness. This collected volume of case studies is organized around three major themes–growth, marketing, and upgrading strategies. Many of the cases herein were used in Advanced Agribusiness Workshops jointly organized by the Asian Productivity Organization and Cornell University held in Bangkok, Manila, and Bali. Through a case study-driven approach, this book offers an opportunity for students, policymakers, and business owners to consider the impact of key trends like value-addition, urbanization, the environment, regional integration, climate change, and technology on Asian agribusinesses.

Sample Chapter(s)
Foreword
Chapter 1: Key Trends and Drivers in Asian Agribusiness

Contents:

• Introduction: Trends and Drivers in Asian Agribusiness

• Strategy and Marketing:

  • Introduction to Strategy and Marketing
  • Case study: Soyuz (Philippines)
  • Case study: MKJ (Taiwan)
  • Case study: CEO (Thailand)
  • Case study: Mahyco (India)
  • Case study: Kirirom (Cambodia)
  • Case study: RiverPro (Thailand)
  • Case study: CDIP (Thailand)
  • Case study: Zenxin (Malaysia)

• Upgrading:

  • Introduction to Enterprise Upgrading
  • Case study: Crafting Cheese at 38 C (Philippines)
  • Case study: Mushroom (Vietnam)
  • Case study: Bring Back the Millet (India)

Readership: This book is meant for students at both graduate and undergraduate levels, as well as policymakers and business owners.
Key Features:

• There are very few publications dedicated to Asian agribusiness case studies
• APO and Cornell are respected institutions that have a collected wealth of knowledge and expertise in the area of Asian agribusiness
• The case studies included in the volume have been pre-tested in educational programs/workshops and in Cornell classrooms