Case | HBS Case Collection | December 2006 (Revised October 2007)


by David E. Bell and Mary L. Shelman


Brazil's national agricultural research corporation, Embrapa, has developed an integrated crop and livestock production system that will allow farmers and ranchers to intensify production and improve profitability. Broad adoption of the technology would provide the country with greater agricultural production, a major source of exports, without the need to convert additional areas of the Cerrado or Amazon to farmland. However, producers have been slow to adopt it due to the initial costs of the system and the fact that many of the benefits are beyond the farmgate. Embrapa's director of technology transfer must develop a plan to encourage adoption.

Keywords: Agribusiness; Policy; Business and Government Relations; Environmental Sustainability; Technology Adoption; Agriculture and Agribusiness Industry; Brazil;


Bell, David E., and Mary L. Shelman. "Embrapa." Harvard Business School Case 507-019, December 2006. (Revised October 2007.)