Award 21 October 2022

The International Association of Strategic Management awards TSM

Stéphan Pezé, Head of the Strategy Department at Toulouse School of Management and Eric Jolivet, Senior Lecturer in Management in the Department, received the AIMS/CCMP 2022 Best Pedagogical Case Award for their case entitled “Naïo Technologies' strategy: robots for sustainable and less strenuous agriculture”.

The International Association of Strategic Management is the main French-speaking association of teachers and researchers in management, strategy and organisation.

Conduct of the study

This case study was written and tested with TSM students and developed in conjunction with the company. It explores the following issues in relation to current trends:

  • How to accelerate the growth and internationalisation of a young innovative company?
  • How to respond to the challenges of climate change, healthy food for a growing population and labour attrition faced by the agricultural world?
  • How can start-ups deal with an emerging and uncertain market?

According to the jury: "The sector of activity of the original case is topical in relation to the societal issues it raises. The strategic analysis proposes several interesting approaches. The pedagogical note also offers an easy handling for the teacher."

The case study is published as G2080 in the CCMP catalogue and thus accessible to all French-speaking strategy teachers if they wish to use it in class or as an exam subject. It can be accessed here:


Read the case study


Summary of the case study

Naïo Technologies is a start-up created in 2011 by two robotics engineers.

The company markets autonomous precision mechanical weeding robots to enable farmers in the market garden and vineyard sectors to lighten their workload and respond to labour shortages, optimise their profitability while limiting their environmental impact and producing healthier food.

Winner of the prestigious Pass French Tech award in 2018 and a member of the Financial Times Top 100 fastest growing European companies in 2019, Naïo has grown through several fundraising events (over €20 million) to finance

its innovation (improving existing robots and creating new ones) and its internationalisation. To date, more than 175 robots have been sold worldwide. It has also initiated the creation of the precision agricultural robotics sector via the FIRA trade fair and the GOFAR association. Faced with emerging competitors, a race for innovation and the acceleration of agricultural issues in the age of the Anthropocene, how can Naïo continue its growth?

In this case study, we put the tools of strategic diagnosis to the test of a start-up in an emerging market in order to produce rich conversations around the formation of strategic choices.