Greenyard Frozen: Developing Cauliflower Rice as an Open Innovation Project for Sustainability
商品編號：9B20M061
出版日期：2020/04/06
再版日期：2020/04/06
商品來源：
商品主題：Entrepreneurship; General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：open innovation;sustainable products;value chain
難易度：4 - Undergraduate/MBA
內容長度：8 頁
地域：Belgium
產業：Agriculture; Forestry; Fishing and Hunting;
事件年度：2019
On March 14, 2019, the convenience business unit manager of Greenyard Frozen was in his Roeselare, Belgium office preparing for a management meeting that would discuss current challenges facing the company. Greenyard Frozen had to decide on the market positioning of its cauliflower rice and how to promote the new product. The project, which was a great example of co-operation in the value chain and of open innovation for sustainability, had resulted from the unique collaboration of several key contributors: Greenyard Frozen, two cauliflower growers, a machine builder, the agricultural research group Instituut voor Landbouw-, Visserij- en Voedingsonderzoek, and the Flanders’ Food platform. Greenyard Frozen had to decide whether to emphasize the product’s sustainability benefits or simply position the cauliflower rice as a healthy, low-carbohydrate alternative to rice or other food products. What steps could the company take to remain ahead of its competitors, who were innovating at a relentless pace?
教學手冊：8B20M061;
補充材料：