Mapping Pathways to a Sustained Agribusiness Future for Africa

As declining revenues show up on its quarterly earnings report, the agribusiness stock price may decline during recession. Dividends may also slump, or disappear entirely. Instead of cutting the market research budget, you need to know more than ever how consumers are redefining value and responding to the recession. Although most agribusiness companies are making employees redundant, chief executives can cement the loyalty of those who remain by assuring employees that the company has survived difficult times before, maintaining quality rather than cutting corners and servicing existing customers rather than trying to be all things to all people. Mapping pathways to a sustained agribusiness future in Africa requires stakeholders to focus on the following areas: agribusiness entrepreneurship and economic growth; gender and rural development; marketing segmentation and consumer behaviour for food; corporate social responsibility and crisis management of agribusiness firms; advertisement and agribusiness; SMEs development and poverty reduction; intrapreneurship and productivity of agribusiness companies; insecurity and national development issues.