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The level playing field phase

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Important conclusions of this chapter:

None of the described sector cases in this book is currently in this fourth phase. This chapter therefore looks at other sectors (some non-agricultural) that have already entered the fourth phase and that can serve as an example of what can be expected for the commodity sector cases addressed in this book. Based on these examples and the forecast of the transformation curve, a future scenario will be described of what might unfold in the agricultural sectors we have been following up till now.

1. After a successful period of industry alignment and collaboration, the sector is ready to move to the next and final phase of the market transformation curve.

2. Overcoming resistance and free-riding from laggards becomes a strategic issue. Policy barriers also need to be removed.

3. An active international lobby starts to institutionalize aspects that large parts of the industry are already implementing, and make them obligatory.

4. Governments from both sides of the value chain are seeking cooperation, and their strategies are aligned with those of the industry.

5. As the synergies and the economies of scale start to take effect, and increasing numbers of farmers benefit from the changing systemic conditions, governments can claim their final and most important role: codifying proven practices.

6. Sustainability, a topic that in the previous phases has been the subject of campaigns, countless programs, competition, and sector alignment, is about to become the industry norm-a qualifier for doing business.

7. In the meantime, new issues have been identified and addressed. The transformation curve is starting once again.
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Keywords: business management; change-makers; consumption; electronic waste; food systems; innovation; leadership; market transformation; raising awareness; sustainable agriculture; sustainable food production

Document Type: Research Article

Publication date: 01 November 2014

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