Thirty-one researchers from the Philippine Council for Agriculture, Aquatic and Natural Resources Research and Development’s (PCAARRD) network of implementers in Luzon trained on “Incorporating a business perspective to researches in agriculture, aquatic and natural resources”.
Held at the Philippine Carabao Center (PCC) in Muñoz, Nueva Ecija from July 30 to August 1, the training sought to expand the researchers’ outlook so that they can integrate a business perspective to the various stages of the research and development (R&D) continuum.
In his opening speech, PCAARRD Deputy Executive Director for Agriculture and Natural Resources Danilo C. Cardenas urged the participants to change their view of research.
Stressing the immediate need for a paradigm shift, he cited four aspects in which the changes must occur. He said that researches must be: 1) multidisciplinary; 2) emphasize project outcomes and impacts; 3) look beyond generating technology or products to determining markets for the products; and 4) business-oriented.
For his part, PCC Executive Director Libertado Cruz stressed the importance of knowing the business end of R&D while acknowledging that the training is PCAARRD’s way of pushing researchers one step further toward the use and commercialization of R&D results.
Training faculty consisted of Prof. Mario Antonio G. Lopez, Prof. Richard Anthony L. Cruz, and Dr. Maria Corazon T. Lopez. Both professors Lopez and Cruz are core faculty members of the W. Sycip Graduate School of Business of the Asian Institute of Management (AIM) while Dr. Lopez is currently consultant to the Secretary of the Department of Education.
Incidentally, all are members of the Management Association of the Philippines.
Dr. Corazon Lopez discussed “Business at a glance” and introduced participants to the language of business. She traced the development of science and technology from their initial disjointedness to the present where pure and applied sciences mesh into technology development.
In driving the point that “accounting is not just bean counting”, Ma’am Kuku (as she is fondly called) introduced the correct use of various financial statements while stressing the interconnectedness of these statements. She stressed further that “benta” or sales is different from “kita” or profit.
In seeking to derive profit she said, the entrepreneur must consider the target market and the proper market mix. Once the target market is defined, the market mix strategy can then be built.
Prof. Richard Cruz furthered the business talk by tackling “Scarcity to newism to maturialism”. These market trends, he said, impact on a business and drive its eventual success or failure.
Through specific examples and personal experience, Prof. Cruz underscored that business success is a function of great strategy and great execution. “There must be a tight fit between the product and the market”, he said.
He introduced a “new language” as he spoke about value propositions, business model innovation, and revenue streams. He described ideation and visual thinking and talked about not being hostage to one’s negative perceptions of the local economy.
Prof. Cruz cautioned the participants against what he called “knowledge negligence. We must never assume to know what the customer wants.”
In concluding his session, he encouraged the researchers to contribute to nation building.
“Each of you has a valuable contribution to make, and only you can make that contribution”, he closed.
Prof. Mario “Mayo” Lopez capped the training with his discussion on the “Agri-food supply/value chain.” He first traced the evolution of the agri-food supply chain and then used the concepts earlier introduced by Ma’am Kuku and Prof. Cruz to fix the concept of supply chain in the researchers’ minds.
To ensure learning, Prof. Mayo grouped the participants to discuss and then illustrate the supply chains of test products – pili oil, chevon, seaweed (carageenan), bamboo, and etag.
The chains described were presented to the group and the audience’s choice for best chain and presentation” was that of the Chevon group.
At the closing program, participants were one in stressing the importance of the training and in assuring the utility of their learning to their present work.
Ms. Victoria Malaya of the Don Mariano Marcos Memorial State University shared that she saw the need for researchers to repackage themselves as technology developers with a business sense.
Ms. Cynthia Garambas of the Benguet State University said that she has gained a deeper appreciation for the link between agricultural production and her own discipline, processing.
Most of the participants stressed that they gained a better understanding of the business from the side of the consumer. As researchers, they were all focused on the product itself and often failed to see the standpoint of the market and/or the consumer. Through this training they said, they could now look at their research through business lenses and act to ensure that their products reach and do well in the market.
Another training, set for October 1─4 will be held for implementers from the Visayas and Mindanao.