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Selected Case

published: 28 Nov 2016

  • Topic: Strategy
  • Industry: Food manufacturing
  • Region: Asia

Abstract:
Panasonic has established an innovative high-tech agricultural facility in Singapore to grow salads – not a farm but a factory. The case traces the key elements of this initiative, including the value proposition to customers, business model, and the broader corporate context.

Pedagogical Objectives:
The case focuses on the nexus of strategy, innovation and business models: this is an example of a radically re-designed business model – specifically, how salad can be grown with a very different approach to a traditional farm. It enables readers to reflect on entry by non-traditional players – in this case a major corporation – into an established sector, to discuss how this initiative fits into Panasonic’s broader corporate context, and to compare it with other innovative approaches to farming.

Keywords:
Innovation, Business Model, Strategy, Food, Agriculture, Farm, Corporate Strategy, Technology, Vertical Farms


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