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Superfood quinoa: a farmer’s journey into unchartered waters

Fazal Jawad Seyyed (Suleman Dawood School of Business, Lahore University of Management Sciences, Lahore, Pakistan)
Moeen Naseer Butt (Suleman Dawood School of Business, Lahore University of Management Sciences, Lahore, Pakistan)
Osama Malik (Suleman Dawood School of Business, Lahore University of Management Sciences, Lahore, Pakistan)
Rafia Mazhar (Suleman Dawood School of Business, Lahore University of Management Sciences, Lahore, Pakistan)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 4 November 2019

Abstract

Learning outcomes

The purposes of this study included: recognizing the risks and challenges farmers face when growing a new crop, understanding agricultural marketing and its processes and developing a marketing strategy for a specialty agricultural product, such as quinoa.

Case overview/synopsis

The main focus of this case lies in identifying the risks faced by farmers in growing a new specialty crop and selecting the appropriate marketing strategies for targeting, positioning and channelling an agricultural product.

Complexity academic level

This case can be used in intermediate- to advanced-level marketing courses at the undergraduate and graduate levels in universities. It can also be used in agriculture and agribusiness–based courses in the undergraduate, graduate or executive level.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Supplementary materials

Rehman, S.U., Selvaraj, M. and Ibrahim, M.S., 2012. Indian Agricultural Marketing-A Review. Asian Journal of Agriculture and Rural Development, 2(1), pp.69-75. Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing Management: An Asian Perspective. Pearson.

Subject code

CSS 8: Marketing

Keywords

Acknowledgements

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.

Citation

Seyyed, F.J., Butt, M.N., Malik, O. and Mazhar, R. (2019), "Superfood quinoa: a farmer’s journey into unchartered waters", Emerald Emerging Markets Case Studies, Vol. 9 No. 3. https://doi.org/10.1108/EEMCS-07-2019-0196

Publisher

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Emerald Publishing Limited

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