?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.relation=http%3A%2F%2Foar.icrisat.org%2F10443%2F&rft.title=Gender+and+social+targeting+in+plant+breeding&rft.creator=Orr%2C+A&rft.creator=Cox%2C+C+M&rft.creator=Ru%2C+Y&rft.creator=Ashby%2C+J&rft.subject=Plant+Breeding&rft.subject=Gender+Research&rft.description=Gender+and+social+targeting+can+improve+the+relevance+and+effectiveness+of+plant+breeding+programs+serving+resource-poor+farmers%2C+traders%2C+processors%2C+and+consumers.+Currently%2C+information+about+these+clients+and+their+trait+preferences+is+based+on+small-scale+studies+which+makes+it+difficult+to+set+breeding+priorities+at+the+national+or+regional+level.+As+a+result%2C+their+products+may+not+meet+their+needs%2C+slowing+the+rate+of+adoption.+We+argue+that+plant+breeding+for+resource-poor+farmers%2C+sellers%2C+and+processors+requires+a+marketing+approach.+We+show+how+the+Segmenting-Targeting-Positioning+(STP)+framework+from+consumer+marketing+can+be+adapted+for+gender+and+social+targeting+in+these+plant+breeding+programs.+We+inventory+large+datasets%2C+identify+a+minimum+dataset+of+biophysical+and+socioeconomic+variables%2C+and+show+how+these+variables+can+be+layered+for+gender+and+social+targeting+at+the+national+level.+Finally%2C+we+suggest+ways+to+improve+the+design+of+gender-+and+social-targeting+studies+in+order+to+enhance+their+relevance+for+plant+breeding+programs.&rft.publisher=International+Potato+Center+(CIP)&rft.date=2017&rft.type=Monograph&rft.type=NonPeerReviewed&rft.format=application%2Fpdf&rft.language=en&rft.identifier=http%3A%2F%2Foar.icrisat.org%2F10443%2F1%2FWorking%2520Paper%25201_STP_FINAL%2520VERSION_18_02_08.pdf&rft.identifier=++Orr%2C+A+and+Cox%2C+C+M+and+Ru%2C+Y+and+Ashby%2C+J++(2017)+Gender+and+social+targeting+in+plant+breeding.++Working+Paper.+International+Potato+Center+(CIP)%2C+Lima%2C+Peru.+++++