Francesco Braga, Editor, IFAMR

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Francesco Braga, Editor, IFAMR
Welcome to the Second IAMA Agribusiness Case
Conference, Chicago, June 25-26, 2005
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• IAMA Agribusiness Case Brand
• 2005 IAMA Agribusiness Case Conference

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IFAMR, Symposium, Forum, IAMA Agribusiness Case
Conference

• All aspects of a single effort to
• Capture, document and promote the creation of
  value added for the members of IAMA
• Facilitate networking and collaboration
  opportunities amongst old and new members
• Contribute to promotion of IAMA as the natural
  choice for agribusiness professionals around the
  world

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Why Agribusiness Cases _at_ IAMA

• Core Cases as research and teaching instrument
  agribusiness education is a key mission for IAMA
• Competitive Advantage Unique, natural
  opportunity offered by global interdisciplinary
  nature of IAMA
• Improve Supply Chain Management Need
  opportunity to streamline and support by
  providing visibility and focus to the efforts of
  agribusiness case writers
• Vision Opportunity to become a value added
  activity within IAMA
• Overall Service to the Professional Clients,
  Students and IAMA membership at large

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Branding Agribusiness Cases?
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Interface IFAMR - IAMA Agribusiness Case Brand

• Why a Branded Product
• Better visibility, immediate recognition
• Certified quality guarantee
• Better educational opportunities, demand supply
• More efficient clearinghouse
• Why IFAMR is involved
• New, expanded agenda and service function for
  IFAMR
• Itself a key component of IAMAs value added
  activities
• The core of IAMAs educational activities

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IAMA Agribusiness Case Brand

• Improve perceived quality
• Peer review for quality certification
• Industry feed back and active collaboration
• Increase awareness, become the specialized global
  brand in Agribusiness cases
• Lots of value added opportunities are not
  exploited because remain poorly documented
• Includes strategic alliances
• Increase loyalty, both demand and supply
• Potential is there, convenience is not
• Loyalty based on quality, convenience and
  recognition

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Brand Image
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Brand Strategy Audience

• Target customers
• Academia, both graduate and undergraduate
• Industry and government for executive education
• Value proposition
• Academia peer-review as certification of
  quality potential for recognition of
  contribution
• Industry and government state of the art,
  global, multidisciplinary, relevant and practical
• IAMA Academia Industry Government
  collaboration opportunities, shaping output

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Brand Strategy Positioning

• Define
• Quality agribusiness cases for professional
  education and training
• Differentiate
• Only source specializing in Agribusiness
• Builds on IAMAs strengths
• Deliver
• IAMA Agribusiness Case Conference as incubator
• IFAMR as peer review outlet

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Brand Strategy Key Messages

• USERS
• A value added service to IAMA members
• Academic and professional quality and relevance
• The result of collaboration academia - industry
  government
• Feedback is appreciated
• Clients as active partners

• CONTRIBUTORS
• Peer reviewed by a worldwide panel of
  agribusiness experts
• Recognition of quality of professional work
• The obvious publication choice if interested in
  agribusiness

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Brand Strategy Image Attributes

• Academic and professional quality and relevance
• Results of collaboration between academia and
  industry, government
• Friendly and mentoring atmosphere
• Fast and efficient turnaround time and client
  services

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Brand Strategy Communication Plan

• IAMACC
• IFAMR
• Chain letter
• Email the editor / the business office
• Msg via letter to IAMA members and relevant
  academic and industry bodies to promote
  contributions and use of cases

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This IAMA Agribusiness Case Conferencerationale
, timetable logisticsfuture developments
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Rationale

• Promote Agribusiness case Writing
• Incubator case development
• Clearinghouse of ideas
• IFAMR peer review and IAMA Agribusiness Case
  Brand

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Timetable, Saturday
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Timetable, Sunday
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Logistics

• A Case every 45 minutes
• Presentation 20-25
• Discussant 10-15
• Open discussion to 45
• Session 4 team work, 8 round table
• Feed back to authors what works, does not work
• Suggestions, ideas for new work
• What should be there for you to use our cases

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Discussion Points

• Clear, pertinent objectives
• Relevant, interesting problem, appropriate
  context
• Appropriate methodology, assumptions
  limitations
• Clear, consistent results, their limitations
• Appropriate, relevant conclusions implications

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Discussion Points

• Relevant interesting case, current context
• Appropriate challenges, complete info set
• Well presented
• Complete teaching note
• Reasonable target market
• Classroom tested
• Well rounded list of questions
• Sound, complete well detailed research
• Relevant follow-up
• Ideas for additional cases

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What Next?

• Case Conference 2006 Students Agribusiness Case
  Competition (proposed)
• IFAMR Annual Special Case-Based Issue designed
  to support a course, disciplinary
  concentrationIn 2006 the first one on Managing
  Price Risk (Futures and Options)Open to
  suggestions for other similar initiatives

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Thank You

• Thanks to our
• Sponsors,
• Authors,
• Reviewers,
• Business Office Staff
• Please ask for the electronic file with the 8
  IAMA Agribusiness Cases published so far
• Please write agribusiness cases and submit them
  for review.

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THANK YOU