This practical scenario deals with 2 different business contexts: One, a family business dealing with mango production in a tropical environment and the other a co-operation of a group of 10 greenhouse vegetable growers in the Netherlands.

Using these specific business contexts this course takes the learner through a set of dilemmas related to their competitiveness and profitability and how to approach resolving them. While the context is that of horticulture, the approach to overcoming the status-quo challenges and learning derived from it can be applied in a wide range of business contexts within food and agribusiness. If you operate in food and agribusiness you will be able to relate to the situations of this course and learn to approach and resolve them appropriately.

These Learning scenarios are designed to enhance learners' ability to:
1. Understand strategic and tactical dilemmas in an undifferentiated and unprofitable business context within food and agribusiness
2. Understand the approach to creating and delivering a differentiated and competitive value proposition
3. Action your understanding of the innovation dilemma the businesses are facing and learn from them

The completion of learning and assessment can take anywhere between 1-2 hours of time investment.