Monsanto Europe: Monsanto Introduces GMOs to Europe with Unexpected Results

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Case

Reference no. UVA-E-0217

Subject category: Ethics and Social Responsibility

Authors: Jenny Mead (Darden School of Business, University of Virginia); Patricia H Werhane (Darden School of Business, University of Virginia); Michael E Gorman (School of Engineering and Applied Science, University of Virginia); Michael Hertz (University of Virginia); Dean Nieusma (University of Virginia)

Published by: Darden Business Publishing

Published in: 2004

Length: 11 pages

Topics: Community relations; Ethical issues; Goodwill; Growth strategy; International business; Marketing strategy; New-market entry; New-product marketing; Public relations/publicity; Social responsibility; Technological innovation

Share a link: https://casecent.re/p/135

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Abstract

This case, which can be used in conjunction with the other Monsanto cases (UVA-E-0216, UVA-E-0220, UVA-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. The case also poses a 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?