Business Commons^™

Airbnb: Exciting Innovation Or Passing Fad?, Arup Varma, Nenad Jukic, Almir Pestek, Clifford J. Shultz, Svetlozar Nestorov

Clifford J Shultz

Reframing Agribusiness: Moving From Farm To Market Centric, Clifford J. Shultz, Mark R. Edwards

Clifford J Shultz

Agribusiness is moving from farm to market centric, where effective activities anticipate and respond to customers, markets, and the systems in which they function. This evolution requires a broader conceptualization and more accurate definition, to convey a more dynamic, systemic, and integrative discipline, which increasingly is committed to value creation and the sustainable orchestration of food, fiber, and renewable resources. We discuss the forces driving this shift to the market, offer a new and more representative definition of agribusiness, provide models to illustrate some of the most compelling trends, and articulate key elements and implications of those models.

Marketing And Public Policy: Transformative Research In Developing Markets, Clifford J. Shultz, Rohit Deshpande, Bettina Cornwell, Ahmet Ekici

Clifford J Shultz

Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers provide tremendous opportunities to engage in truly transformative research. Toward this outcome, several interactive forces must be understood and addressed during research design, management, and implementation. The purpose of this essay is to provide a synthesis—that is, a framework in the form of a conceptual model—with practical applications to transformative research in developing markets and, ultimately, with the …