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Published by:
INSEAD (2010)
25 pages
Data source:
Field research


This case tells the story of successful corporate entrepreneurship bringing sustainable value innovation to agribusiness. It recounts the history of EADS-Astrium, subsidiary Infoterra and the development of a new product-service called Farmstar to help farmers reduce costs and increase yields. The case describes the creation of uncontested market space through the successful development of an innovative product that increases private benefits (profits) on adoption. Farmstar also generates public benefits (lowers pollution) by reducing the negative externalities of intensive agriculture. The process of simultaneously increasing public and private benefits through productivity increase and cost reduction is known as sustainable value innovation (SVI).


Corporate entrepreneurship; Precision agriculture; Agribusiness; Remote sensing; Co-operatives; Induced innovation; Eco-efficiency; Sustainable value innovation
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