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商品編號： 9-502-041 出版日期： 2001/10/22 作者姓名： Goldberg, Ray A.;Gourville, John T. 商品類別： Marketing 商品規格： 23p 再版日期： 2002/04/18 地域： California 產業： Agriculture, forestry, fishing & hunting;Agribusiness;Biotechnology 個案年度： 1993 - 1993
商品敘述：
In 1993, Calgene is on the verge of introducing the world''s first genetically engineered plant product--a tomato will taste better and stay fresh longer. At the same time, it is using biotechnology to produce improved plant products for the cottonseed and the industrial and edible oil markets. As it develops and brings these products to market, however, it faces a series of marketing and public relations hurdles, including regulatory requirements consumer education activist resistance to production, and distribution logistics. How Calgene reacts to these challenges may determine whether it succeeds or fails in its quest to revolutionize the business of agriculture. A rewritten version of an earlier case.
涵蓋領域：
Entrepreneurship;Incubators;Technology;Innovation;Global corporate cultures;Problem solving;Collaborative innovation;Social issues;Product introduction;Execution;Disruptive innovation;Cause marketing;Multibranding;Barriers to entry
相關資料：
Case Teaching Note, (5-504-045), 13p, by John T. Gourville
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