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The Journey of a Wild Berry: A Story of Rise, Fall, and Revival

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  • Maya Kant Awasthi
  • Sanjai K. Dwivedi

Abstract

Case discuss experience of value chain development process of a wild berry grown in the Himalyan region of India. Case identify different stakeholders involved in a typical agribusiness chain development process in developing countries context and explains dynamics of relationship across these stakeholders i.e, how they communicate and interact with each other? How they react to each other’s action? How their interaction shapes business environment? How business environment then impact business strategies? Case help in identifying critical issues at different stages of product development, distribution, promotion and marketing. It explains vulnerabilities and probable exploitations of socio economically marginalised poor in such partnership of unequal’s where there is information and capability asymmetry across partners. Case also illustrate pros and cons of customisation of product as per taste and preferences of certain market segments.

Suggested Citation

  • Maya Kant Awasthi & Sanjai K. Dwivedi, 2017. "The Journey of a Wild Berry: A Story of Rise, Fall, and Revival," Metamorphosis: A Journal of Management Research, , vol. 16(1), pages 60-65, June.
    • Handle: RePEc:sae:metjou:v:16:y:2017:i:1:p:60-65
    DOI: 10.1177/0972622517696548
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