IdentiGEN, Chinese Version Harvard Case Solution & Analysis

Co-founders of IdentiGEN (an Irish company that had created a distinctive service called DNA TraceBack to help customers identify and track meat products), Ciaran Meghen and Ronan Loftus, were discussing the company's prospect. The recent crisis over steak products being contaminated with horsemeat in Europe had formed strong demand for the services of IdentiGEN.

Nevertheless DNA TraceBack gave consumers strong infiltration into their operations to ensure product was authentic, and helped make possible a constant feedback loop connecting all players of the supply chain to carry a premium quality product to consumers. In light of strong demand, should IdentiGEN carry on in terms of which customers to work with, and which products should it advocate?

PUBLICATION DATE: November 15, 2013 PRODUCT #: 914C07-HCB-CHI

This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS

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