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The case analyses the failed introduction of genetically modified organisms (GMO) in Europe by Monsanto. Showing how a favourable context (the legacy of mad-cow disease) made it relatively easy for consumer groups and environmentalists to wage successful anti-GMO campaigns in Europe, the case examines how Monsanto attempted to deal with its image problem and how the company's efforts backfired. The case then moves on to show how the industry's public-relations crisis grew into a transatlantic trade dispute pitching the US administration against the EU Commission, analyzing the legal, economic and political issues raised by the dispute.