In 2003, Monsanto's patented "Roundup Ready" technology illegally used by 70-80% of soybean area in southern Brazil. Under pressure from the U.S. soybean producers, who pay to license the technology, the company has implemented an innovative-based delivery system for the collection in Brazil. Producers are paid after the harvest "compensation" fee for those of soybeans grown with illegal seeds. Although there were initial concerns of farmers and grain companies - that are going to pay on behalf of Monsanto - the system is running smoothly, with more than 97% of farmers' self-declaring "its Roundup soybeans first year. Jerry Steiner, executive vice president of commercial acceptance, to decide if the situation in Brazil is stable enough to support a significant increase in plant breeding and biotechnology development costs of products specifically designed for the Brazilian market. It also describes the situation in Argentina and India, and asks if the leading biotechnology company in the world should develop similar delivery systems. "Hide
by David E. Bell, Mary Shelman Source: Harvard Business School 35 pages. Publication Date: December 15, 2006. Prod. #: 507018-PDF-ENG
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