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Supplement
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Reference no. 9B02A008
Subject category: Marketing
Authors: Harry Lane (Ivey Business School, Western University); Francis Spital (Western University); David Wesley (D'Amore-McKim School of Business, Northeastern University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2002-06-10
Length: 9 pages
Data source: Published sources
Topics: Agriculture; International marketing; International trade; European market
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Abstract

This supplement to Monsanto Europe (A), product 9B02A007 discusses the non-acceptance to genetically modified products showing up in the poor performance of Monsanto''s agricultural division, affecting its successful divisions and the survival of the company. In order to win back its respectable standing in the marketplace, Monsanto must develop new strategies to educate consumers and influence political decision makers in order to gain greater acceptance of its products.
Location:
Germany, United Kingdom
Industry:
Chemicals and allied products
Size:
Large
Other setting(s):
1998
Teaching note
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Reference no. 8B02A07
Subject category: Marketing
Authors: Harry Lane (Ivey Business School, Western University); Francis Spital (Western University); David Wesley (D'Amore-McKim School of Business, Northeastern University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2002-04-11
Length: 12 pages
Data source: Field research
View full details
Case
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Reference no. 9B02A007
Subject category: Marketing
Authors: Harry Lane (Ivey Business School, Western University); Francis Spital (Western University); David Wesley (D'Amore-McKim School of Business, Northeastern University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2002-06-10
Length: 18 pages
Data source: Published sources
Topics: Agriculture; International marketing; International trade; European market
View full details

About

Abstract

This supplement to Monsanto Europe (A), product 9B02A007 discusses the non-acceptance to genetically modified products showing up in the poor performance of Monsanto''s agricultural division, affecting its successful divisions and the survival of the company. In order to win back its respectable standing in the marketplace, Monsanto must develop new strategies to educate consumers and influence political decision makers in order to gain greater acceptance of its products.

Settings

Location:
Germany, United Kingdom
Industry:
Chemicals and allied products
Size:
Large
Other setting(s):
1998

Related

Teaching note
-
Reference no. 8B02A07
Subject category: Marketing
Authors: Harry Lane (Ivey Business School, Western University); Francis Spital (Western University); David Wesley (D'Amore-McKim School of Business, Northeastern University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2002-04-11
Length: 12 pages
Data source: Field research
View full details
Case
-
Reference no. 9B02A007
Subject category: Marketing
Authors: Harry Lane (Ivey Business School, Western University); Francis Spital (Western University); David Wesley (D'Amore-McKim School of Business, Northeastern University)
Published by: Ivey Publishing
Originally published in: 2002
Version: 2002-06-10
Length: 18 pages
Data source: Published sources
Topics: Agriculture; International marketing; International trade; European market
View full details