Panasonic Veggie Life: High-tech Salad

Published 28 Nov 2016
Reference 6247
Topic Strategy
Region Asia
Length 6 page(s)
Language English

Panasonic has established an innovative high-tech agricultural facility in Singapore to grow salads – not a farm but a factory. The case traces the key elements of this initiative, including the value proposition to customers, business model, and the broader corporate context.

Teaching objectives

The case focuses on the nexus of strategy, innovation and business models: this is an example of a radically re-designed business model – specifically, how salad can be grown with a very different approach to a traditional farm. It enables readers to reflect on entry by non-traditional players – in this case a major corporation – into an established sector, to discuss how this initiative fits into Panasonic’s broader corporate context, and to compare it with other innovative approaches to farming.

  • Innovation
  • Business Model
  • Strategy
  • Food
  • Agriculture
  • Farm
  • Corporate strategy
  • Technology
  • Vertical farms
  • Q11617