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The present study provides evidence on export advantages of horticultural commodities based on competitiveness, trade balance and seasonality dimensions.

The study delineated horticultural commodities in terms of comparative advantage, examined temporal shifts in export advantages (mapping) and estimated seasonality. Product mapping was carried out using the Revealed Symmetric Comparative Advantage (RSCA) and Trade Balance Index (TBI). Seasonal advantages were examined through a graphical approach along with the objective tests, namely, modified QS-test (QS), Friedman-test (FT) and using a seasonal dummy.

Cucumbers/gherkins, onions, preserved vegetables, fresh grapes, shelled cashew nuts, guavas, mangoes, and spices emerged as the most favorable horticultural products. India has a strong seasonal advantage in dried onions, cucumber/gherkins, shelled cashew nut, dried capsicum, coriander, cumin, and turmeric. The untapped potential in horticulture can be addressed by handling the trade barriers effectively, particularly the sanitary and phytosanitary issues, affecting the exports. Proper policies must be enacted to facilitate the investment in advanced agricultural technologies and logistics to ensure the desired quality and cost effectiveness.

Commodity-specific studies on value chain analysis would provide valuable insights into the issues hindering exports and realizing the untapped export potential.

There is no holistic and recent study illustrating the horticulture export advantages covering a large number of commodities in the Indian context. The study would be helpful to the stakeholders for drawing useful policy implications.

The internal (farmer-controlled) and external (non-farmer-controlled) factors affect crop yield. However, not a single study has identified and analyzed yield predictors in India using effective predictive models. Thus, this study aims to investigate how internal and external predictors impact pearl millet yield and Stover yield.

Descriptive analytics and artificial neural network are used to investigate the impact of predictors on pearl millet yield and Stover yield. From descriptive analytics, 473 valid responses were collected from semi-arid zone, and the predictors were categorized into internal and external factors. Multi-layer perceptron-neural network (MLP-NN) model was used in Statistical Package for the Social Sciences version 25 to model them.

The MLP-NN model reveals that rainfall has the highest normalized importance, followed by irrigation frequency, crop rotation frequency, fertilizers type and temperature. The model has an acceptable goodness of fit because the training and testing methods have average root mean square errors of 0.25 and 0.28, respectively. Also, the model has R² values of 0.863 and 0.704, respectively, for both pearl millet and Stover yield.

To the best of the authors’ knowledge, the current study is first of its kind related to impact of predictors of both internal and external factors on pearl millet yield and Stover yield.

The literature reveals that most studies have estimated crop yield using limited parameters and forecasting approaches. However, this research will examine the impact of various predictors such as internal and external of both yields. The outcomes of the study will help policymakers in developing strategies for stakeholders. The current work will improve pearl millet yield literature.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

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CSS 8: Marketing.