Midland Bull Test - Going Green (A) and (B) Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

It was in June 2008 in the Midland Bull Test in south central Montana. (A) and (B) cases are McDonnell-Leo Jr. and his wife, "Sam", the owners of Midland Bull Test, a long time leader in the performance testing of bulls. Leo was a charismatic business leader in the cattle industry. Sam was a shrewd manager of his affairs. In 2007, the two invested $ 700,000 in feeding and monitoring systems for the production of feed efficient cattle that consume less feed and produce less methane, a potent greenhouse gas. Livestock produces 20% of methane emissions in the U.S. and feed efficient cattle made up to 40% less methane. Leo felt the potential to reduce methane production by improving feed efficiency and other improvements in the practice of the ranch was huge. He saw the program as an environmentally unique feed. sustainable "and" part of a growing movement to reduce greenhouse gas emissions in a socially responsible manner. "In June 2008, Sam was concerned about achieving their goals of cash flow. Leo said, "I agree, but global warming is too important." conflict of interest arises when Sam says, "Show me how social responsibility" enhances the value of the test Midland Bull. Why should we risk money and reputation to be green? "(A) case focuses on the analysis of the Leo and Sam installing anaerobic reactor to convert the biogas manure for electricity for use or sale. (B) case focuses on their marketing strategy and positioning capabilities Midland as a green business. In addition, Leo and Sam wanted to use a new relationship with Pfizer to develop a DNA marker technology to improve animal health, productivity and quality. "Hide
for Tom D. Hinthorne, Patricia A. Holman Source: North American Case Research Association (NACRA) 17 pages. Publication Date: January 1, 2010. Prod. #: NA0098-PDF-ENG