This case, which can be used in conjunction with other cases Monsanto, Monsanto details efforts to introduce genetically modified organisms (GMOs) in Europe in the mid-1990s. Monsanto did not expect the European resistance and public opposition is based on a number of factors, and company officials finally admitted his mistakes in the implementation process. In addition, in the case raises the fundamental question: how could Monsanto, a producer of seeds, work with the international food supply chain so that its main customers were markets outside the United States for their genetically modified crops «Hide?
by Pat Werhane, Michael Gorman, Jenny Mead, Michael Herz, Dean Nieusma Source: Darden School of Business 11 pages. Publication Date: May 18, 2001. Prod. #: UV1922-PDF-ENG
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