 Renaissance Ag: Identifying the Who, How, and Where of Marketing a New TechnologyChanden Westovera and Tanner McCarty Applied Economics Teaching Resources (AETR), 2024, vol. 6, issue 2 Abstract: This case study explores the marketing decisions facing an agricultural technology company in Utah. Renaissance Ag recently developed a technology that converts shipping containers to hydroponic feed production systems. One shipping container produces 1.5 tons of livestock feed per day and requires less water compared to conventional agriculture. This technology has promise in a world food system being constantly forced to produce more with less. However, promoting adoption of new technologies in agriculture is always challenging. Renaissance Ag’s long-term viability is dependent upon efficiently channeling its limited marketing budget toward regions and agricultural sectors likely to receive the largest benefit from their technology. This case study challenges students to conceptualize and quantify the trade-offs associated with selling in different markets. It also has them consider impacts of different payment structures on equipment sales. The intended audience for this case is freshman and sophomore students in agribusiness and agricultural economic programs. Keywords: Marketing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ags:aaeatr:344178 Access Statistics for this article More articles in Applied Economics Teaching Resources (AETR) from Agricultural and Applied Economics Association Contact information at EDIRC. |
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