Simulating the Market to Change Agribusiness Behavior (Event Resources)

  • Date Posted: September 22, 2015
  • Authors: Margie Brand, Michael Field, Annah Macharia
  • Organizations: EcoVentures International
  • Document Types: Tool, Other
  • Donor Type: Non-US Government Agency

This webinar focused on innovative behavior change tools that have been applied in agribusiness systems in East Africa and beyond. Market systems development requires key actors to change their business models, promoting economic growth and reducing poverty. However, these changes often require market actors to change ingrained mindsets and behaviors. 

Non-traditional training methodologies—such as simulating changing market and business systems—can be highly effective at changing behavior. They support more natural learning contexts and help shift deep-rooted mindsets. However, simulation training tools can be complex and difficult to design.

In this webinar, the presenters shared insights from market systems development projects in East Africa on the design and testing of appropriate tools. They also discussed lessons that local, private sector market actors have learned about rollout models. These learnings are particularly applicable to input supply and output buyer systems.