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商品編號： 9-507-021 出版日期： 2006/12/15 作者姓名： Bell, David E.;Shelman, Mary;Martin, Roger 商品類別： Marketing 商品規格： 30p 再版日期： 2008/01/15 地域： North America;United States 產業： Agriculture, forestry, fishing & hunting;Biotechnology;Agribusiness 個案年度： 2006 - 2006
商品敘述：
ViaGen has invested heavily to develop cloning technology for the livestock industry. Cloning has the potential to significantly improve the genetics of livestock, leading to higher quality meat, healthier animals, and more efficient production. Since 2003, the firm has been waiting for the FDA to declare that meat and milk from cloned animals are no different from non-clones. During that period the company has worked to educate regulators, consumers, and members of the livestock chain about cloning. In late 2006, the FDA announcement appears imminent. ViaGen CEO Mark Walton needs to develop different business plans to commercialize cloning technology in pigs, cattle, and horses, all of which have a different industry structure. At the same time, he must consider what to do if the announcement is delayed yet again.
涵蓋領域：
Innovation;Marketing;Strategic planning;Business & government relations;Small & medium-sized enterprises;Biodiversity
相關資料：
Case Teaching Note, (5-508-014), 10p, by David E. Bell, Mary Shelman, Eliot Sherman
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