In 1993, Calgene is on the verge of establishing the first genetically modified plants in the world product - tomato will taste better and stay fresh longer. At the same time, it uses biotechnology to produce improved products plant and industrial cotton and edible oil market. How it develops and brings to market these products, however, it faces a number of marketing and public relations hurdles, including regulatory compliance Consumer education activists resistance manufacturing, logistics and distribution. As Calgene responds to these problems can determine its success or failure in its quest to revolutionize the business of agriculture. Rewritten version of the previous case. "Hide
by Ray A. Goldberg, John T. Gourville Source: Harvard Business School 23 pages. Publication Date: October 22, 2001. Prod. #: 502041-PDF-ENG
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