Monsanto Europe: Monsanto Introduces GMOs to Europe with Unexpected Results Case Solution
This case, which can be used in conjunction with the other Monsanto cases as well, it contains details on Monsanto's attempts to introduce genetically modified organisms (GMOs) into Europe in the mid-1990s. Monsanto didn't expect public outcry and the European opposition based on several variables, and business officials finally acknowledged their errors in the introduction procedure.Moreover, the case presents the fundamental question: Could in its function as a seed company, Monsanto, have socialized with the international food-supply chain so that its primary consumers had a marketplace outside America for their genetically modified crops?
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: May 18, 2001 PRODUCT #: UV1922-HCB-ENG
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