Subject category:
Strategy and General Management
Published by:
Harvard Business Publishing
Version: 6 May 1997
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Abstract
Discusses the joint venture between two companies with different capabilities: 1) technology provider and 2) transportation agent. Discusses how to capture value from joint venture and biotechnology: 1) who are winners and who are losers; 2) how much value can/should be captured; 3) sustainability issues; 4) implications for agriculture/agchem industry/relationships between supply chain members. Delta & Pine and Monsanto are licensing a new technology cotton seed. They must decide how to do it and how to evaluate its success.; Biotechnology products are finally reaching the farmer. Asks students to consider how to market them, how to value them, and how they affect the strategies of all the participants in the value-added food and fiber chain.
About
Abstract
Discusses the joint venture between two companies with different capabilities: 1) technology provider and 2) transportation agent. Discusses how to capture value from joint venture and biotechnology: 1) who are winners and who are losers; 2) how much value can/should be captured; 3) sustainability issues; 4) implications for agriculture/agchem industry/relationships between supply chain members. Delta & Pine and Monsanto are licensing a new technology cotton seed. They must decide how to do it and how to evaluate its success.; Biotechnology products are finally reaching the farmer. Asks students to consider how to market them, how to value them, and how they affect the strategies of all the participants in the value-added food and fiber chain.