Behaviour change targeted

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Behaviour change targeted

  1. 1.     BEHAVIOUR  CHANGE  AMONG  MARKET  ACTORS   Illustrative   Note:  It  is  important  to  align  behaviour  changes  to  the  higher-­‐level  systemic  change  goal   ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________   CUSTOMER-­‐ORIENTATED  APPROACH  ACROSS  SYSTEM:   • Commitment  to  service  the  agribusiness  segment,  including  smallholders  (by  input  firms,  ICT   firms,  radio,  financial  services  firms,  agro-­‐equipment  dealers)   • Commitment  to  build  dedicated  supply  chain  (by  buyers)   • Demonstrated  investment  in  time  and/or  money  to  develop  the  agribusiness  and/or   smallholder  client  segment  or  distribution  networks:       – including  education  based  marketing,  capacity  building  of  staff  and  management  to   meet  segment  demands  (by  input  firms,  agro-­‐equipment  dealers,  ICT,  radio,  financial   services  firms)   – including  market  research,  product  develop  and  customer  service  upgrading  (by   financial  services  firms)   – develop  platforms,  products,  and  content  alliances  to  make  more  relevant  and  extend   access  to  agribusiness  segment    (by  ICT,  radio)   – including  financial  services  links  (by  agro-­‐equipment  dealers)   – including  extending  via  virtual  store  fronts  and  using  educational-­‐based  promotional   tactics  (by  input  firms)   – including  supplies  distribution,  maintenance  networks  (by  agro-­‐equipment  dealers)     IMPROVED  INCENTIVES  TO  UPGRADE  ACROSS  SYSTEM:   • Demonstrated  investment  in  time  and/or  money  to:     – upgrade  their  supply  chain  (by  buyers,  aggregators)   – upgrade  via  purchase  of  inputs,  adoption  of  practices,  participation  in  training  (by   farmers)   – upgrade  via  purchase  of  equipment,  participation  in  training,  adoption  of  practices,  and   sales  (by  local  service  providers)   • Commitment  to  develop  secondary  equipment  market  (by  agro-­‐equipment  dealers)   • Commitment  to  improve  quality  that  may  include  investment  in  practices  and  equipment   upgrades  (by  aggregators)     INCENTIVIZING  IMPROVED  PERFORMANCE  IN  SYSTEM:   • Commitment  to  implement  performance-­‐based  incentives  throughout  their  supply  chain  (by   buyers,  aggregators)   • Demonstrate  constant  improvement  in  performance  (by  buyers,  aggregators,  ICT  firms,  radio,   financial  services  firms,  agro-­‐equipment  dealers,  input  firms,  farmer,  local  service  providers)   • Demonstrated  investment  in  time  and/or  money  to  train  mid-­‐level  managers  to  upgrade   internal  management  capacity  (by  buyers)     IMPROVED  TRANSPARENCY  IN  SYSTEM:   • Transparency  on  pricing  and  willingness  to  provide  active  client  management  (by  ICT  firms,   radio,  financial  services  firms,  agro-­‐equipment  dealers,  input  firms,  buyers)   • Transparency  on  pricing  and  quality  when  buying,  including  possible  shift  to  brokering  services   (by  aggregators)   • Commit  to  maintaining  commercial  agreements  and  responsibilities  (by  farmers,  local  service   providers)  

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