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Segmenting Hungarian people based on healthy eating
65-72Views:386Relying on customer trends healthy eating, which is one aspect of healthy lifestyle is becoming more and more popular. The aim of this study was to understand the healthy eating style of Hungarian adult consumers. An online empirical research with a sample of 1563 respondents (58.7% females and 41.3% males) was conducted in November 2018. Considering healthy eating two factors, namely the choice of healthy foods and the avoidance of unhealthy foods could be distinguished. A hierarchical cluster analysis was conducted to segment consumers. Four groups of consumers were identified: unhealthy food avoiders (20.3%), rejecters (11.8%), neutrals (26.2%) and healthy food choosers (14.7%). Unhealthy food avoiders are seniors. Rejecters are blue collar workers and have financial problems. Healthy food choosers live in families with children over 10 and do not have weight problems. This study is useful for the health sector and the government since targeted marketing programs can be planned to change eating behavior. To decrease overweight and obesity is the goal of all society, especially in developed countries. To increase the well-being of people and their quality of life educating social marketing campaigns are necessary with the aim of raising their awareness and explaining the basic principles of a healthy diet.
JEL Classification: 112, M30, M39
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The elements of strategic and marketing planning applied in the case of Avital company
111-112Views:252Presently, the environment that is characterized by rapid changesinallsocialspheres,thechallengesofrapidadaptation and survival in the market, the ability of thinking and acting in front of ‘’time’’is one of the key factors of success. Every day we have witnessed a large decline of the number of companies, poor implementation of many projects, poor implementation of governmentreforms, and life challenges of people to find work. On the other hand, there are individuals, organizations and companies that face challenges and changes very fast in all world markets and societies. Question that could be asked based on this is ‘’Why and how some companies manage it and the other not?"
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Interventions to encourage sustainable consumption
51-58Views:700Sustainable consumption is hampered by a discrepancy between consumers’ attitudes and their actual behaviour in the market place. Psychological construal level theory provides an explanation for the attitude to behaviour gap as a motivational conflict between high and low level of mental construal. Based on self-determination theory it is argued that this motivational conflict presupposes extrinsic motivation for sustainable behaviour. Based on self-regulatory styles, the present paper identifies and illustrates four types of intervention strategies that can cater for extrinsic motivation for sustainable development among light users. The underlying mechanisms of these interventions suggest that the transition from external to internal regulation is catalysed by social feedback.
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Luxury wine: analyzing motivations of luxury wine buyers in the US market
51-58Views:489The purpose of this research study was to describe motivations and demographics of luxury wine buyers in the US market. An online survey was completed by 1081 US wine consumers, of which 473 were designated to be luxury buyers based on price spent on wine. Standard demographic and wine consumer scales were utilized for profiling. Results show that the luxury wine buyer is more likely to be male, aged 30 to 50, with a higher income and education level. Motivations of the luxury wine buyer are different than the non-luxury wine buyer, and reasons for purchasing luxury wine go beyond mere collecting. This research is one of the first to analyze the luxury wine consumer in the US market, and provides useful information for wine marketers and researchers on the profile of the luxury wine buyer in America.
JEL Classification: M31
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Analysis of time management and self-management work practice by leaders – a focus group study
133-140Views:877Nowadays excellent leadership is one of the foundations of high organizational performance. Leadership excellence is a complex topic but efficiency and effectiveness are important components of it. These are closely linked to self-management and time management. In our focus group research, we asked senior executives about how they organize their average workday. We used two theoretical models: the Blue Ocean model and the Franklin Covey time-matrix. According to the participants the key component of effective self-management is the time management. In their leadership practice they often use a digital task manager, a workshop, an informal meeting as a tool and they find knowledge sharing also very important. They try to approach their employees empathetically. They would like to reduce the administrative tasks, spend less time on correspondence, travel and “small talks”. They would like to spend more time on automation and communication, further training and team work and dealing with the employees. They think that strategic planning, market analysis, sales, knowledge development and transfer should require more planning.
JEL code: M12
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The role of emotions and perceived control in the recovery strategy of service companies
65-68Views:257The purpose of this study is to investigate the effectiveness of service recovery tactics. The reseach included a qualitative study based on 30 interviews with customers and employees of a telecommunication company. This was followed by a quantitative study using between subject experimental designs based on scenarios. Our research results suggest that employees’ positive emotions and perceived control during the recovery process make consumers more satisfied.
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Is it worth being socially responsible?
73-80Views:356Several definitions for corporate social responsibility (CSR) exist and these vary greatly as to the activities it should cover and their motivators. Among the benefits of CSR are positive marketing/brand building, brand insurance and employee loyalty. Numerous arguments against CSR prevail, e.g. social responsibility is not a problem that belongs in the sphere of activities a corporation should be addressing or even that CSR distracts businesses from addressing the primary need to concentrate on sales. Thus, the strong economic question: is CSR worth it? In 2014, we carried out a representative survey in Hungary, in which the effects of responsible business practices on consumer purchase behaviour were studied. With our research results, we could show that there is a considerable gap between the apparent interest of consumers in CSR and the limited role of CSR in purchase behaviour.
JEL classification:M104
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Reducing consumption of food with high level of fat, sugar and/or salt among young generation
79-85Views:298The young generation is the most influenced and vulnerable segment of the market. Food with high level of fat, sugar and/or salt are popularised for this segment.At the same time nearly 7 people die of obesity or from complications of obesity in Hungary each hour – one every 9 minutes. Less than 10% of youth are of the belief of eating healthy and more then one third of youth don’t take care about healthy eating. The young generation can be especially influenced by use of well-known persons, prize games and free gifts. The idea of fat tax’s introduction could be an obvious proposal.
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Agricultural development and government expenditures in the new EU countries
21-35Views:317The main ambition of this paper is to analyse agricultural developments in selected new EU member states with particular emphasis on government expenditures in agriculture. The main objective is to identify the relationship between government expenditures development on one side, and agrarian sector performance (the value of production) in selected member states on the other. The conclusions drawn from this analysis are that the agricultural sector has changed its structure and position within the national economy of selected new EU member states significantly in the 20 years since the early 1990s. Member states included in the analysis reduced both the size of their agricultural sector (number of people working in agriculture, total arable areas, number of animals, etc.), and the value of agricultural output. Despite the significant reduction of the agricultural output, member states became more efficient – and in particular their productivity per farmer increased significantly. Selected country’s agricultural sector, its structure and production value development are closely related to government expenditures. Significant correlation is apparent between agricultural government expenditures and the change in the number of economically active persons in agriculture, development of agricultural production, agricultural area, agricultural GDP and agricultural capital stock. Regarding the elasticity of new EU member states’ agricultural sector in relation to changes in government expenditures, significant elasticity is apparent in the case of the number of economically active persons in agriculture, agricultural production (especially livestock production), area of arable land, agricultural GDP and capital stock.
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Demographic and lifestyle attributes with a fundamental role in food supplement consumption (exploratory research)
181-185Views:301The worldwide proportion of food supplement consumers has been steadily increasing, more than 50% of the Hungarian population tends to buy at least one type of dietary supplement. In most cases, the purchase and consumption of food supplements are not based on medical indications but depends on consumers’ individual decisions. The study of consumer groups enables the investigation of typicalities which have an impact on attitudes related to the consumption of food additives. The present study explores the demographical factors determining the global consumption of dietary supplements by secondary research. It sought to explore the typical features of consumer lifestyles in line with the research findings, based on previously specified criteria, through qualitative focus group examinations. My study focused on subjects who bought and purchased at least one type of food supplement in the previous year and placed a high emphasis on healthy diet and lifestyle in their everyday lives. The consumption of dietary supplements indicates growth with age and it is more common among women. Consumers with higher qualifications and incomes tend to buy products with vitamins and minerals in a greater proportion. The identification of nutrition factors revealed that the proportion of those who do not need extra nutrient intake is high among food supplement consumers. It is primarily true of women having a healthy lifestyle (they typically consume high amounts of vegetables and fruits, they are physically active, non-smokers and do not use alcohol); moreover, their socio-economic status is typically high. The findings of my quantitative research suggest that the purchase and consumption of dietary supplements are most characteristic of the “Successful”, “Quality oriented- successful” and “Loyal to the brand - modest” groups in the lifestyle-based consumer segments. The investigated sample showed ambiguous attitudes towards product quality and willingness to pay in all the three batches. Nevertheless, it can be established, when consumers buy food supplements, brand sensitivity proves to be a dominant factor in addition to - typically Hungarian - price sensitivity. Based on lifestyle factors, the current research may bring us closer to the exploration of the motivational and attitude patterns of consumers’ food supplement purchases.
JEL Code: I12, M31
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Smallholder Food Marketing Behaviour: Exploring the Role of Informal Credit and Traders in Stabilization of Food Crop Prices
67-82Views:252Many farmers in Africa sell their produce at low prices immediately after harvest because they need cash. They could solve temporary liquidity constraints by use of credit and store their produce to sell when prices are high. However, due to various reasons such many poor farmers have been excluded from formal financial services. In response, the informal financial market has expanded, but the question why informal credit has not facilitated storage to enable farmers benefit from intertemporal arbitrage opportunities remains largely unanswered. To answer this question, we investigate the role of informal credit markets and traders in stabilizing seasonal food crop prices. Our analysis is based on a household survey data, and in-depth interviews with key players in the informal credit market and grain traders in rural southwestern Uganda. We find that community-based self-help savings and credit associations provide credit for the majority (62%) of farmers. Informal credit still excludes the very poor and is not sufficient to enable farmers benefit from intertemporal arbitrage opportunities. Thus, poor farmers continue to ‘sell low and buy high’. The study also addresses a related fundamental aspect of food marketing: why is there no competition between traders bidding up prices after harvest and eliminating seasonal price fluctuations? We analyse traders’ costs and profit structure in the study area, and shed some light on imperfections in the grain market and the barriers that limit competition between traders. We find that grain trade is not highly competitive. High transaction costs and limited access to credit are the main barriers limiting competition. Supporting community-based self-help savings and credit associations to raise their portfolio can enable more farmers to borrow at the same time. Investing in infrastructure, organising and supporting small scale farmers to bulk their produce might lower transaction costs, promote competition and dampen price fluctuations.
JEL Classification: D53, O13, O16, Q12, Q13
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QUANTITATIVE RESEARCH OF FACTORS (CONVENIENCE OF ACCESS AND GENDER) INFLUENCING THE FOOD STORE CHOICE IN NAGYKŐRÖS
Views:184The objective of the research is to analyze the food purchasing decisions of Hungarian customers depending on priority factors (convenience of access and gender) that impact the food store choice.
To identify the characteristics of food shopping behaviour, we conducted a customer survey of 220 individuals in the city of Nagykőrös. The data collection was carried out using a standard questionnaire and an online survey on the Nagykőrös public life community social media portal, and by informing shoppers about the possibility to fill in the questionnaire in the Municipality’s posts. The sample can be considered representative based on the gender distribution of the primary food purchaser.
During the analysis of the data, in addition to descriptive statistics, we utilized factor analysis to describe the mindset of the customers, and created segments based on the factors influencing the choice of store using cluster analysis.
For the vast majority of consumers, the primary determinant in selecting a store is the affordable price level, regardless of how often they make purchases. When shopping on a daily basis, customers prioritize the store’s proximity to their residence, promotional discounts, and variety of products available. Men tend to value a relaxed ambiance and convenient parking, while women prioritize special deals and competitive prices when choosing their regular shopping location
We have identified price sensitivity, accessibility, location, and atmosphere as key factors. Throughout our research, we have categorized customers into four distinct clusters: Action-oriented family members (36.1%), Conscious shopping family members (29.9%), Price-conscious seniors (20.6%), and Curious beginners (13.4%).
A significant hurdle for Hungarian retail companies is to enhance the quantity of their loyal customers, which they can solely achieve by taking market share from their rivals (primarily other retail companies). Initially, they must determine whether their customer base favours their kind of store for everyday or bulk shopping. They must cater to the demands of their target customer base (potentially the clusters established by our research) in relation to the key factors influencing store selection and purchase frequency, in order to attain success in their business. We suggest utilizing the factors that influence store selection as segmentation criteria.
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Reducing consumption of food with high level of fat, sugar and/or salt among young generation
85-91Views:265The young generation is the most influenced and vulnerable segment of the market. Food with high level of fat, sugar and/or salt are popularised for this segment.At the same time nearly 7 people die of obesity or from complications of obesity in Hungary each hour – one every 9minutes. Less than 10% of youth are of the belief of eating healthy and more then one third of youth don’t take care about healthy eating. The young generation can be especially influenced by use of well-known persons, prize games and free gifts. The idea of fat tax’s introduction could be an obvious proposal.
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Performance imbalances in the chain: EU traditional food sector
7-11Views:291Organizations nowadays no longer competeas independent entities, but as chains(Christopher, 1998; Cox, 1999; Lambertand Cooper, 2000). Hence, being part of a well-performing chain is crucial for the future of the individual food firm, especially in the context of the globalizing economy. As a result, the objective of this study is to identify performance imbalances of traditional food chains.Therefore, quantitative data were collected via individual interviews with 271 chain member (91 suppliers, 91 focal companies and 89 customers) of 91 traditional food chains from three European countries(Belgium, Italy and Hungary), representing six different traditional food product categories (cheese, beer, ham, sausage, white pepper and bakery). The results differentiate six different kinds of chain imbalances, namely: dyadic upper and lower, up-and down stream, internal and external indicate both dyadic and chain-wise imbalance. Most chain imbalances are noticed in relation to lowering logistic costs and to reducing lead time. Future research should extend the list of performance indicators with parameters other than economical ones such as ecological and social ones.
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Analysis of Bathing Habits among Spa Visitors
81-90Views:340The valorisation of healthy lifestyle has indicated the dynamic increase of healthcare sector. The consumer behaviour has been forming deterministically in health tourism. Visitors of spa towns can select various combinations of services either to sustain their health, to rest, to relax or to recover. It has a great importance for spas offering complex health tourism services to know the demands of guests and to reach the target groups with special, personalized service packages. After considering the statistical indicators of tourists visiting the spas of Northern Great Plain Region and the competitors of a selected spa, this paper aims to investigate the coherence among bathing habits, influencing factors of service demands, age and non-motivating coherences. The survey was taken place in a selected spa in Hajdú-Bihar County in August 2018 with random sampling questionnaire involving 256 visitors. During data analysis the coherence among indicators was examined with variant analysis (Levene’s test), in case of significant result with Welch’s t-test. Variances in age groups were analysed with Tamhane’s and LSD tests (post hoc analyses). We concluded that the primary information source of spas is still the suggestion of friends, acquaintances independently of the age of the respondent. Knowing this is relevant for further marketing communication. The most important features among the respondents are the condition of the spa and cleanness which are the basics of quality services. Motivations with coherence to age are social life and gaining experience, recovery and disease prevention. Visitors have the largest interest for family and kid programs. Recognition of bathing habits helps in marketing communication, reaching target markets effectively, pricing and service developments as well.
JEL Classification: Z32
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Impact of consumer innovativeness on shopping styles: a case study of university students from Pakistan
79-86Views:442This study examines the effects of various types of consumers’ innovativeness on the consumer shopping styles. The results highlight that social, hedonic and cognitive innovativeness have an impact on consumer shopping styles, but functional innovativeness doesn’t influence consumer shopping styles. The study is based on sample of university students from Rawalpindi and Islamabad and its outcomes pave grounds for marketers to develop a better understanding for marketing new products and services. New product and services can be designed to magnetize innovative consumers. Integrated marketing communications should be planned according to the shopping styles of innovative consumers. Youngsters being a sizeable market segment in Pakistan, therefore, this study will guide the marketers to understand this segment better. This study discovers the association between different kinds of innovative consumer and consumer shopping styles.
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Externality effects of honey production
63-67Views:488Bee-keeping and honey production has a long history in Hungary. Honey is an important and healthy food of people and it can be consumed without any human processing. The honey production has important role, too. Some researchers say that if honey bee will extinct the humanity in the world would also extinct. It is true since plant pollination by honey bees is very important. It is confirmed by researchers’ studies that plant pollination by honey bees has significant positive external impacts on potential yields in orchards. Although the contribution of honey production to the GDP in Hungary is only a few per cent, other benefits play more important role. One of them is the positive external effect – mentioned above – and the other is the contribution to the biodiversity of the nature. This paper focuses on secondary research methods, gathering and evaluating data regarding the positive external impacts of plant pollination by honey bees as well as finding possible solution for the problem that bee-keepers have a lot of costs in connection with carrying honey bees to orchards, while farmers “only” benefit from the positive externality of plant pollination of their fields. To evaluate its economic effects a numerical HEEM-model was developed and applied for the Hungarian situation.
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Comparing the levels of expectation and satisfaction of Indian and foreign adventure tourists visiting India
5-13Views:605Purpose – The present study is undertaken to explore the difference between expectation and satisfaction level of Indian and foreign adventure tourists and the relationship between the levels of expectation and satisfaction of Indian and foreign adventure tourists.
Methodology – The data has been gathered from a sample of 300 adventure tourists comprising of 150 Indians and 150 foreigners. A principal component analysis with varimax rotation has identified 28 relevant items, which are broadly clustered into 6 significant factors. They are labeled as Aesthetic Appeal, Facilities, Accommodation, Information, Food and Safety and Security.
Findings – The findings of this study revealed significant differences between the levels of expectation and satisfaction of adventure tourists of Indian and foreign origin. The level of expectation among the Indian and foreign adventure tourist is higher and, comparatively, the level of satisfaction is lower. The level of expectation and the level of satisfaction of Indian adventure tourists are positively and significantly correlated with respect to variables such as Aesthetic Appeal, Facilities, Safety and Security and Accommodation. For the foreign adventure tourist, the level of expectation and level of satisfaction are positively and significantly correlated with respect to variables such as Information, Aesthetic Appeal, Facilities and Food.
Practical Implications – The research findings will help in the promotion of adventure tourism in India.
Originality/ Value – The identified factors can be used for similar kinds of studies at different destinations. The results of the study would be instrumental in developing strategies for ensuring more satisfied tourists. -
Use of methods and tools for an effective small and medium-sized enterprise in Szabolcs-Szatmár-Bereg county in Hungary
Views:370Small and medium-sized enterprises form the engine of the Hungarian economy, both in terms of their number and their employment rate. Therefore, the efficient operation of this sector is in the interest of many economic actors. However, experience shows that today's SME sector still needs to develop in many ways to become efficient. This study aimed to analyze whether SMEs use the necessary methods and tools to be efficient. Planning and the development of strategy are very important methods and tools for efficient and organized work, as it defines and clarifies the direction taken by an enterprise. However, the survey and the in-depth interview showed that they are not necessarily considered important for the participating SME leaders. According to the interview, one of the reasons is that SME leaders have a better understanding of everyday tasks and their implementation than the managers of large companies. Furthermore, in most cases, the SME leader is personally involved in everyday work. This provides the advantage of having the opportunity to fully understand the enterprise, thus managing, and developing it more effectively, as he or she can intervene more flexibly, faster, and more accurately if necessary. However, due to the small size of the organization, the manager also must perform the tasks of several functions (marketing, management, finance, etc.), which require multidisciplinary knowledge and skill. In SMEs, due to their specificities, it is difficult to apply best practices in large enterprises in both management and various functions.
JEL code: M21
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Education, scientific-research and consulting work in agriculture of Serbia
11-18Views:273Serbia has small number of producers2 which have encircled production system (from primaryproduction to processing), which do business successful, introduce marketing strategy and production standards, registered their products' mark of origin, succeed to export on EU market, use internet or has its own internet domain, etc. For creation of such, competitive and modern agricultural producer, there is necessity for production specialization, any kind of cooperation and better organization. In same time, there is more space for bigger financial support of state, as expert and consultative support „created“ through strong partnership between public and private sector, i.e. tough and constructive cooperation of state and farmers sector, like as institutions of education, science, research and consultative work. In the paper was given review of number and territorial dispersion of educational institutions, current scientific-research work and consultative functions in agriculture in Serbia, than was pointed out main problems in their functioning and previous work and also proposed concrete suggestions for overcoming of existing limitations, as for modernization /reorganization of those institutions, in a way to be more useful for agricultural producers.
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Increasing palinka recognition with tourism and gastronomy
37-44Views:305The history of Hungarian palinka distillation dates back thousands of years. Palinka is a special product; its quality features are being increasingly recognized and appreciated by consumers. Our national drink went through considerable transformations in the past years, as it left the village environment behind and has become a Hungaricum, popular with young people. The authorization of home distilling in September 2010 was a key factor in its gaining ground in the country. In connection with this topic, the international practice of beverage tourism has been reviewed. After that, the Hungarian practice was examined, including the selection of palinka festivals, thematic palinka tours and palinka product ranges in 19 counties and in Budapest based on a total of 100 restaurants. Using SWOT analysis I revealed the strengths, weaknesses, opportunities and threats of palinka gastronomy and pálinka industry. Overall, it was found that the popularity of pálinka is increasing, but the thematic pálinka tours have not yet widened, and there is a need for more procedures supported by community marketing.
JEL Code: Z30, E83
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TODAY'S CONSUMERS ON THE MARKET IN CSÍKSZEREDA (MIERCUREA CIUC)
Views:211Due to the geographical situation of Harghita County, farming mostly in small agricultural areas encourages farmers to engage in more integrated agricultural activities. As a result, more and more farmers who are open to development are starting to appear on local markets with processed products. The traditional knowledge passed down from generation to generation on small local farms is similar in families living in each area and therefore socially reinforcing. Older farmers in our countryside have mostly shied away from the new knowledge of the mega-manager, but their younger, more highly skilled counterparts are more willing to open up to new knowledge.
The demand for local products with a historical basis has been gradually increasing in recent years. To save costs, they also sell their products at the market themselves. In order to meet today's consumer needs, in addition to the production, processing and packaging of raw materials, producers must also think about branding, logistics and design. Customer relations and quality communication are essential for a well-functioning business (PG Balogh et.al, 2021)
In Harghita County, farmers running a traditional small-scale farm mostly face marketing problems. At the same time, the demand for high quality products produced in a sustainable way is increasing.
The aim of our empirical study is to investigate the expectations of consumers visiting the Traditional Products Fair in Csíkszereda (Miercurea -Ciuc) using artificial intelligence methods. These habits have their origins in the market habits of the past centuries, therefore, our research tries to reveal the atmosphere of the markets of the past.
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The value of quality
21-27Views:382The significance of quality production and quality improvement is widely acknowledged by many but few specify what should be improved and what quality should be produced. The reason may be that there are different quality categories in the process of the value chain. Moreover, the issue of quality costs, i.e. economically optimal quality has not yet been explored yet. The present study raises problems in the pigmeat verticum, but similar studies are needed in other animal husbandry sectors as well. It is reasonable to treat the quality categories of animal products in a complex way, as this allows the full satisfaction of consumer expectations at the certain stages of the value chain and solvent demand as well.
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Consumption habits of “Free range chicken” in Hungary
69-73Views:330Poultry is highly ranked in theWorld meat production and consumption (it accounted for 32% in 2007), and, in the past 20 years it was growing with an annual rate of 3–6%, higher than in case of any other meat-types. This tendency is also valid for Hungary: poultry has the largest share (29.8 kg/person/year, 47%) in the domestic meat consumption since 2000, which is among the EU top (KSH, 2007). As the result of the animal health and nutrition scandals, the EU animal welfare and quality requirements and the advancements in health consciousness the Master-Good group launched the production, processing and trade of free-range poultry under the brand “Free-range chicken”. The new products had good consumer responses, because at present 1.5% of the processed chicken in Hungary (25 tons/week) is under this brand. As it regards the future of this product, we can expect the decrease of the current 1.5 times higher production price over broiler chicken, due to the increasing energy, labour and other cost items, thus the increase of the domestic consumption by 25–30% per annum can be foreseen. Besides the growth in domestic demand, increasing foreign consumer demand can also be expected because of the space requirement of the production. Summarising the above mentioned: „Free range chicken” can be one of the most successful products of the Hungarian poultry industry. In order to realise the prognosis mentioned above, it is inevitable to learn the consumer attitudes towards the brand. A primary market research programme supported by the Master Good group has been launched to study the main features of the domestic chicken meat consumption – including the „Free-range chicken” as highlighted brand. The primary aim of the research was the complete assessment and evaluation of the Hungarian chicken consumption habits and the identification of the possible take-off points. The research undertaken resulted basic information concerning the internal structure of the Hungarian poultry consumption (including that of the „Free-range chicken”), the potential consumer groups and their requirements, provided information on the consumers’knowledge of the products and identified the elements of the consumers’ judgements. This will serve as basis for a marketing communication programme to increase the domestic „Free-range chicken” consumption.
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The role of the green week in the MBA curriculum
Views:212The purpose of the paper is to demonstrate the potential of experiential learning in fulfilling the role of higher education institutions in teaching and promoting an MBA education. The educational achievements of the Green Week of the MBA in Agribusiness and Commerce (AgriMBA) are highlighted and challenges and areas in need of improvement are discussed.
Curriculum serves as the foundation of teaching students. While progress has been made in MBA curriculum, including economics, informatics, finance, marketing, and management, integrating these knowledge areas into experiential learning should be a key component of an MBA education. The AgriMBA provides such an integration of knowledge areas within an experiential learning environment of the Green Week. The Green Week has included 343 students representing 21 countries, six continents, and 11 universities, involved 34 case studies, and hosted by six universities during the 17 years it has been held.
Although most MBA programs include case studies in their curriculum, the Green Week is unique in providing “live”, real-time case studies, where students representing multiple universities and countries come together to present their recommendations to business executives. This intensive, experiential learning opportunity exhibits how students from different cultural backgrounds are able to quickly form functional teams, apply curriculum knowledge areas, and effectively achieve this ambitious goal.
JEL CODE: A23
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