Business Case Studies & Business Publications

Monsanto Europe: Monsanto Introduces GMO...

Gorman, Michael E....

Case

Monsanto Europe: Monsanto Introduces GMOs to Europe with Unexpected Results

Gorman, Michael E.; Nieusma, Dean; Hertz, Michael; Mead, Jenny

E-0217 | Published May 18, 2004 | 11 pages Case

Collection: Darden School of Business

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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?