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Monsanto Europe: Monsanto Introduces GMOs to Europe with Unexpected Results
Gorman, Michael E.; Nieusma, Dean; Hertz, Michael; Mead, Jenny Case E-0217 / Published May 18, 2004 / 11 pages.
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Product Overview

This case, which can be used in conjunction with the other Monsanto cases (E-0216, E-0220, E-0263), details Monsanto's efforts to introduce genetically modified organisms (GMOs) into Europe in the mid-1990s. Monsanto did not anticipate the European resistance and public outcry based on a number of factors, and company officials ultimately admitted their mistakes in the introduction process. Additionally, the case poses the basic question: How could Monsanto, in its role as a seed producer, have interacted with the international food-supply chain so that its primary consumers had a market outside the United States for their genetically modified crops?

  • Overview

    This case, which can be used in conjunction with the other Monsanto cases (E-0216, E-0220, E-0263), details Monsanto's efforts to introduce genetically modified organisms (GMOs) into Europe in the mid-1990s. Monsanto did not anticipate the European resistance and public outcry based on a number of factors, and company officials ultimately admitted their mistakes in the introduction process. Additionally, the case poses the basic question: How could Monsanto, in its role as a seed producer, have interacted with the international food-supply chain so that its primary consumers had a market outside the United States for their genetically modified crops?

  • Learning Objectives