In 1993, Calgene is on the brink of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. At the exact same time, it is using biotechnology to create improved plant products for the cottonseed and the manufacturing and edible oil markets.
As it manufactures and brings these products to marketplace, nevertheless, it faces a string of advertising and public relations hurdles, including regulatory requirements consumer education activist resistance to supply logistics, and generation. How Calgene reacts to these challenges may determine whether it succeeds or fails in its quest. A rewritten version of an earlier instance.
PUBLICATION DATE: January 21, 2008 PRODUCT #: 508S14-PDF-SPA
This is just an excerpt. This case is about SALES & MARKETING
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