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  • October 2016 (Revised November 2018)
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Indigo Agriculture

By: Marco Iansiti, Michael W. Toffel and Christine Snively
  • Format:Print
  • | Language:English
  • | Pages:30
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Abstract

Indigo Agriculture had successfully developed and launched its first commercial product, microbe-enhanced cotton seeds, on an accelerated product development timeline. In late 2016, as the company was about to launch its second product, winter wheat, the management team proposed to again accelerate the development timeline and introduce six new products in four countries within the next 12 months. The CEO and Director of Business Development met to discuss the feasibility of accelerating the timeline, potential bottlenecks in the product development process, resource management, and the potential need for a more formalized development process.

Keywords

Product Development; Agribusiness; Science-Based Business; Operations; Management; Agriculture and Agribusiness Industry; Technology Industry

Citation

Iansiti, Marco, Michael W. Toffel, and Christine Snively. "Indigo Agriculture." Harvard Business School Case 617-020, October 2016. (Revised November 2018.)
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About The Authors

Marco Iansiti

Technology and Operations Management
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Michael W. Toffel

Technology and Operations Management
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Related Work

    • December 2018
    • Faculty Research

    Indigo Agriculture video supplement

    By: Michael W. Toffel
    • November 2018
    • Faculty Research

    Indigo Agriculture PowerPoint Supplement

    By: Michael W. Toffel
    • May 2019
    • Faculty Research

    What Are Your Ambitions for Indigo Agriculture?

    By: Michael W. Toffel
    • May 2019
    • Faculty Research

    How Do You Decide Which Products to Develop First?

    By: Michael W. Toffel
    • May 2019
    • Faculty Research

    What Does Experimentation Look Like at a Farm That Buys Your Product?

    By: Michael W. Toffel
    • May 2019
    • Faculty Research

    How Do You Think About the Effort Required to Bring a Crop You've Deployed in One Country to Another Country...?

    By: Michael W. Toffel
    • May 2019
    • Faculty Research

    How Do You Envision Protecting Your Company's Technological Lead?

    By: Michael W. Toffel
    • May 2019
    • Faculty Research

    What Limits the Pace of Innovation at Indigo Agriculture?

    By: Michael W. Toffel
    • May 2019
    • Faculty Research

    What's Your Approach to Goal Setting?

    By: Michael W. Toffel
    • May 2019
    • Faculty Research

    Did You Decide to Proceed by Targeting Three or Six New Products?

    By: Michael W. Toffel
    • May 2019
    • Faculty Research

    How Well is Indigo Positioned with Respect to Climate Change?

    By: Michael W. Toffel
    • October 2016 (Revised November 2018)
    • Faculty Research

    Indigo Agriculture

    By: Marco Iansiti, Michael W. Toffel and Christine Snively
Related Work
  • Indigo Agriculture video supplement By: Michael W. Toffel
  • Indigo Agriculture PowerPoint Supplement By: Michael W. Toffel
  • What Are Your Ambitions for Indigo Agriculture? By: Michael W. Toffel
  • How Do You Decide Which Products to Develop First? By: Michael W. Toffel
  • What Does Experimentation Look Like at a Farm That Buys Your Product? By: Michael W. Toffel
  • How Do You Think About the Effort Required to Bring a Crop You've Deployed in One Country to Another Country...? By: Michael W. Toffel
  • How Do You Envision Protecting Your Company's Technological Lead? By: Michael W. Toffel
  • What Limits the Pace of Innovation at Indigo Agriculture? By: Michael W. Toffel
  • What's Your Approach to Goal Setting? By: Michael W. Toffel
  • Did You Decide to Proceed by Targeting Three or Six New Products? By: Michael W. Toffel
  • How Well is Indigo Positioned with Respect to Climate Change? By: Michael W. Toffel
  • Indigo Agriculture By: Marco Iansiti, Michael W. Toffel and Christine Snively
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