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Monsanto, an American company founded in 1901 originally specialised in chemicals. In 1995 the firm re-orients its strategy around more lucrative, but unproven fields such as agricultutral biotechnology. The case describes how in a few years time, Monsanto becomes market leader of bio- engineered ceral crops - commonly known as genetically modified organisms - but is accused of applying an unsafe gene technology and trying to dominate world food supplies. The firm is caught in a worldwide controversy. The case documents how Monsanto was implicated in a trade dispute and reacted poorly to public criticism, particularly its lack of dialogue with stakeholders. Overall, the case illustrates how public pressure obliged Monsanto to stop following a promising strategy.