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The e-Choupal Initiative

Horniman, Alexander B. ; Venkataraman, S. ; Thiemele, Anne-Laure ; Mead, Jenny

Business Ethics and Corporate Social Responsibility

Reference: DARDEN-E-0343-E
Number of pages: 18
Publication Date: Jun 6, 2009
Source: Darden University of Virginia (USA)
Type of Document: Case
Industry Setting: Technology

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Description

An international corporation’s agricultural business division reviews its seven-year-old IT initiative among rural Indian farmers. Suitable for learners at all levels, the case is ideal for modules on strategic change, transformational change in a value chain, and development at the bottom of the pyramid. It also provides excellent insight into how corporations can improve both profits and lifestyles in developing nations while bolstering their worldwide competitiveness. The e-Choupal initiative provides Internet access to connect and unite farmers by teaching them more efficient farming methods and wholesaler accountability strategies. Should the company expand the initiative throughout the country? Given India’s size and the various challenges involved, expansion would not be an easy task.

Keywords

agriculture Bottom of the Pyramid Business ethics corporate India Leadership stakeholder management Strategy transformational change value chain