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Renaissance Ag: Identifying the Who, How, and Where of Marketing a New Technology

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  • Westovera, Chanden
  • McCarty, Tanner

Abstract

This case study explores the marketing decisions facing an agricultural technology company in Utah. Renaissance Ag recently developed a technology that converts shipping containers to hydroponic feed production systems. One shipping container produces 1.5 tons of livestock feed per day and requires less water compared to conventional agriculture. This technology has promise in a world food system being constantly forced to produce more with less. However, promoting adoption of new technologies in agriculture is always challenging. Renaissance Ag’s long-term viability is dependent upon efficiently channeling its limited marketing budget toward regions and agricultural sectors likely to receive the largest benefit from their technology. This case study challenges students to conceptualize and quantify the trade-offs associated with selling in different markets. It also has them consider impacts of different payment structures on equipment sales. The intended audience for this case is freshman and sophomore students in agribusiness and agricultural economic programs.

Suggested Citation

  • Westovera, Chanden & McCarty, Tanner, 2024. "Renaissance Ag: Identifying the Who, How, and Where of Marketing a New Technology," Applied Economics Teaching Resources (AETR), Agricultural and Applied Economics Association, vol. 6(2), July.
    • Handle: RePEc:ags:aaeatr:344178
    DOI: 10.22004/ag.econ.344178
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    References listed on IDEAS

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    1. Douglas J. Kennett & Marilyn Masson & Carlos Peraza Lope & Stanley Serafin & Richard J. George & Tom C. Spencer & Julie A. Hoggarth & Brendan J. Culleton & Thomas K. Harper & Keith M. Prufer & Susan M, 2022. "Drought-Induced Civil Conflict Among the Ancient Maya," Nature Communications, Nature, vol. 13(1), pages 1-10, December.
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    Marketing;

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