Programme outline

The main objective of the programme is to generate new business perspectives within the own organisation, as well as between the participating organisations. In-depth interaction will be facilitated between the participants whilst building on new insights derived from the programme. Discussions on managing AgriFood challenges will evolve around real life experiences from company visits and case studies.

This AgriFood Executive Global Programme consists of four modules of experience in the areas of:

  1. Understanding the business landscape
  2. Setting the strategy for smart business development
  3. “Intrapreneurial” innovation
  4. Shaping the future leadership model

Each module consist of the following elements:

  • New perspectives on AgriFood and the selected theme’s by world renown professors
  • Intensive case studies
  • Visiting a continent and a wide range of relevant companies on location
  • Intensive interaction among participants and with the professors
  • Webinar-based preparation
  • Individual Executive Challenge


  • Case Method – IESE’s main teaching method, combined with WUR AgriFood knowhow – helps participants to develop their skills by bringing real-life business problems into the classroom, training them to think and decide like senior managers
  • Knowing how to analyse business problems, reconcile different perspectives, decide on a course of action, and persuade others are the key skills to successfully exercise management
  • Workshops: Huddle up as a team to solve business problems interactively
  • Simulators: Experience real-life challenges with quasi-real business exercises
  • Role-Play: Face challenging management situations from different lenses
  • Video-cases: Bring views from case protagonists into the classroom
  • Action Learning: Draw insights from classroom and apply them to daily matters
  • Learning Exercises: Distill the essence from complex problems in simple ways
  • Living case, in-depth decision-making, site visit experience

Module one

Understanding the business landscape

The AgriFood market is increasingly global in its dynamics. Value chains and networks are continuously extending through inter organisational co-operations. This module is designed to develop a better understanding of critical trends in global business and the factors that underline these trends. Participants will reflect on opportunities and risks in creating and using global AgriFood value chains and their self-organizing dynamics.

This module will identify opportunities for the participants’ company, thereby looking across borders at different companies, countries, and continents. It also identifies underlying drivers such as the availability of big data and the accessibility through digital en Geographic Information System (GIS) technologies.

This module will cover:

  • Program Opening (WUR)/Thinking outside the box (IESE)
  • Global trends and dynamics in AgriFood as an ecosystem
  • Decision making under VUCA
  • Global value creation in the AgriFood market (Bringing natural resources to value)
  • Digital transformation: the “Why”
  • Managing the global AgriFood value chain
  • Local cases and site visits

Date and location: September 9-14 2018, Sao Paulo – BRASIL

Module two

Setting the strategy for smart-business development

Strategy setting in a global context is a prerequisite to be successful in tomorrow’s AgriFood business. This module creates a mind-set on how to prepare the participant’s company for “unprecedented times” by using “what-if” approaches, and internal and external analyses scenarios. Setting strategies is one thing, but in too many cases a good strategy fails due to poor execution. With a clear focus on smart application in response to internal and external pressures of the AgriFood industry the participant learns how to build future business strategies.

This module will cover:

  • Dealing with complexity of “unprecedented times” (Scenario Planning)
  • Reshaping business models
  • Design of smart & sustainable strategies for capturing global value
  • Evaluation of risks and opportunities of existing and new strategies
  • Operations optimization
  • Leadership foundations (team leadership)
  • Managing across borders and understanding the role of cultural diversity in and between organizations (cross-cultural management) Finance in AgriFood
  • Executive challenge: Round I
  • Local cases and site visits

Date and location: December 9-14 2018, Shanghai – CHINA

Module three

Positioning for renewal: ­“intrapreneurial” ­innovation

To understand why, when and how innovations occur, it helps to identify the right set of conditions to create an innovative environment in relation to the AgriFood industry. What entrepreneurial skills are needed in rapidly changing business environments? How to set a new agenda that can leverage AgriFood related innovations into new business models to deliver and capture value?

This module will cover:

  • Thinking entrepreneurially
  • Partnering for innovation
  • Start-ups, spinoffs and scaling of innovations
  • Creation of crossovers
  • Conditions for innovations
  • Digital transformation: the “What”
  • Branche cases and site visits

Date and location: March 24-29 2019, Palo Alto, Silicon Valley – USA

Module four

Shaping the future leadership model

While feeding humanity, the leadership of AgriFood companies need to recognize and act upon all challenges and tensions in order to make a meaningful contribution to local, transparent and global communities. What mind-set is desired to become a future international business leader or executive in AgriFood? What capabilities are needed?

This module will cover:

  • Power and influence in an global, dynamic and complex changing Agrifood environment (networks)
  • Tools for implementation (strategy implementation)
  • Sustainable leadership and the role of stewardship (focus self leadership)
  • Reputation building and sense-making in Agrifood business
  • Ethics in leadership and governance
  • Digital transformation: the “How”
  • Executive challenge: Round 2
  • Local cases and site visits

Location: June 16-21 2019, Netherlands – EUROPE

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