IMD-3-1367 © 2005
Kubes, Jan; Ohlsson, Anne-Valerie
This case is an outstanding example of a sustainable farming effort. It takes the student through the whole value chain for coffee in Thailand: from assistance to farmers in growing their crop; all the method to designing coffee items according to customer tastes.
It can be taught around 2 primary styles: 1) contrasting the functions of Nestlé; the Thai federal government and the farmers across the value chain; and 2) motivating individuals to consider collective behavior; sustainable advancement and item development.
Subjects: Sustainable agriculture; Thailand; Coffee industry; Nestlé
Settings: Thailand; Food & Beverage (F&B); Coffee; 270;000 employees; 2004
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