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Case Study

Designing sustainability across the value chain: From farm to cup at Nestlé Thailand

By Z. Jan Kubes and Anne-Valérie Ohlsson

29 pages

December 2005

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Reference: IMD-3-1367

This case is an excellent example of a sustainable agriculture initiative. It takes the student through the entire value chain for coffee in Thailand: from support to farmers in growing their crop, all the way to designing coffee products according to consumer tastes. It can be taught around two main themes: 1) contrasting the roles of Nestlé, the Thai government and the farmers across the value chain; and 2) encouraging participants to think about collaborative behaviour, sustainable development and product innovation.

Keywords

Sustainable Agriculture, Coffee

Settings

Thailand
Nestlé, Consumer Goods, Coffee
2004

Type

Field Research

Available Languages

English

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