Midland Bull Test – Going Green? (A) and (B) Harvard Case Solution & Analysis

It was June 2008 at Midland Bull Test in south-central Montana. The (A) and (B) cases characteristic Leo McDonnell, Jr. and his wife “Sam,” the owners of Midland Bull Test, a long time leader in the performance testing of bulls. Leo was a magnetic entrepreneurial leader in the cattle business. Sam was an smart manager of their industry matters. In year 2007, the two invested $700,000 in a feeding and to system tracking create feed efficient cattle that have less methane, a less feed and created powerful greenhouse gas. Cows produced 20% of the methane emissions in the US, and feed efficient cattle generated up to 40% less methane.

Leo felt the potential for reducing methane generation through increases in feed efficiency and other improvements in ranch practices was enormous. He saw the feed efficiency plan as environmentally unique. … sustainable,” and “part of an increasing movement to reduce greenhouse gases in a socially responsible way.” In June 2008, Sam was concerned about satisfying their cash flow objectives. Leo declared, “I admit, but global warming is also imperative.” The contradictory interests emerge when Sam says, “Show me how ‘social responsibility’ adds value to Midland Bull Test. Why should we risk our money and standing on going green?” The (B) case focus on their marketing approach and the chance of positioning Midland as a green business. In addition, Leo and Sam needed to leverage the emerging relationship with Pfizer who was developing DNA-marker technologies to improve productivity, quality, and animal well-being.

PUBLICATION DATE: January 01, 2010 PRODUCT #: NA0098-HCB-ENG

Midland Bull Test Going Green (A) and (B) Case Study Solution

This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP

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