This paper identifies the potential consumers of ICAR in developing countries, looks at the services that ICAR can provide to the consumers and describes the tools that ICAR can use for further acceptance of the services by the consumers in developingcountries. Government departments, farmers' cooperative organizations, breeders' associations, veterinary and agricultural universities, non-governmental and private organizations, etc. operating in developing countries for livestock development are identified as the customers of ICAR. The main service of ICAR is to provide information, guidelines and standards and ideas for developing and operating animal recording and genetic evaluation systems. For promoting activities in developing countries, it isargued that ICAR should strengthen its taskforce on development funds to develop and improve the services that ICAR can provide to developing countries. The membership fees and service charges for ICAR services to members should be very nominal to increase participation of developing countries in ICAR activities. To reach maximum consumers in developing countries, it is suggested that four regional networks should be formed one each in Asia, Sub-Sahara Africa, North Africa and Latin America. Since veryfew developing countries are members of ICAR, it is argued that ICAR activities should be promoted in developing countries through the right promotional mix of advertising, personal selling, service promotion and publicity.
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