Monsanto and Genetically Modified Organisms Case Solution
The case analyses the unsuccessful introduction of genetically modified organisms (GMO) in Europe by Monsanto. Demonstrating how a favorable circumstance (the heritage of mad-cow disease) made it comparatively simple for consumer groups and environmentalists to wage successful anti-GMO campaigns in Europe, the case analyzes how Monsanto tried to take care of its image issue and how the business’s attempts backfired.
The case subsequently moves on to demonstrate how the sector's public relations disaster grew into a transatlantic trade dispute pitching the U.S. government against the E.U. Commission, examining the legal, economical and political problems raised by the dispute.
This is just an excerpt. This case is about  STRATEGY & EXECUTION
PUBLICATION DATE: May 01, 2001 PRODUCT #: INS898-PDF-ENG
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