J. Ram Pillarisetti, Roger Lawrey and Kylie Radel
The Global Trade Analysis Project (GTAP) model has been used to claim that genetically modified (GM) crops have substantial positive welfare potential for sub‐Saharan Africa. The…
Abstract
Purpose
The Global Trade Analysis Project (GTAP) model has been used to claim that genetically modified (GM) crops have substantial positive welfare potential for sub‐Saharan Africa. The purpose of this paper is to critically examine these claims with a view to seeing if this type of modelling provides any meaningful basis for agricultural policy recommendations.
Design/methodology/approach
One particular study is examined to show that because any possible negative effects of GM foods are ignored, optimistic assumptions are made about increases in productivity and trade, and selective scenarios are used, the modelling must, perforce, result in positive welfare effects.
Findings
It is found that, because of the assumptions of the study and the restricted scenarios investigated, all the modelling can do is estimate the size of the supposedly positive benefits. A negative outcome is not possible.
Practical implications
It is argued that the GTAP model is inappropriate for sub‐Saharan Africa and that the sweeping conclusions from this type of stylised modelling trivialize the complex poverty and socio‐economic problems of sub‐Saharan Africa.
Originality/value
It is demonstrated that, in this case, the GTAP model is not only redundant, but also can yield risky policy recommendations for sub‐Saharan Africa as it affects not only the livelihoods of millions of poor Africans but the ecological balance, biodiversity and economic independence of these nations.
Details
Keywords
This case is written to help students understand the concept of segmentation, targeting and positioning in the context of the biscuit industry. The primary learning objectives can…
Abstract
Learning outcomes
This case is written to help students understand the concept of segmentation, targeting and positioning in the context of the biscuit industry. The primary learning objectives can be identified as follows: understand the different categorisation in the biscuit market; analyse the basis of consumer segmentation in the biscuit market; analyse the marketing mix strategy of a firm; and highlight the importance of positioning.
Case overview/synopsis
Rao, the Director (Marketing) of Mayora India Private Limited, was in dilemma as to how to position Coffee Joy biscuits in the Indian market. The Indian market was intensely competitive with major players like Britannia, Parle and ITC capturing a major share of the market. Should he consider the only the south Indian market based on geography?” Or “Should he target the modern aspirational youth of the country who frequent “Starbucks”?
Complexity academic level
This case is appropriate for the use in postgraduate course on Marketing particularly on “Segmenting-Targeting-Positioning” (STP) module. The science of STP lies in the collection and analysis of market knowledge and research to understand consumer’s mind, whereas its art lies in generating various implementable alternatives so that the brand can find a place in the hearts and minds of consumers.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS8: Marketing.