Business Question Market Leadership Technological Innovation
Case – Monsanto Balances the Interests of Multiple Stakeholders*
Synopsis: This case focuses on Monsanto’s desire to balance the many significant benefits
that its products bring to society (and the company’s resulting profits) with the interests of a variety of stakeholders. The case examines Monsanto’s history as it shifted from a chemical company to one focused on biotechnology. Monsanto’s development of genetically modified seeds and bovine growth hormone are discussed, along with the safety and environmental concerns expressed by a number of Monsanto’s stakeholders around the world. Some of Monsanto’s ethical and patent-enforcement issues are addressed, along with the company’s major corporate responsibility initiatives. The case concludes by examining the challenges and opportunities that Monsanto may face in the future.
Case Summary
The Monsanto Company is the world’s largest seed company, with sales over $11.5 billion. It specializes in biotechnology, or the genetic manipulation of organisms. Monsanto scientists have spent the last few decades modifying crops, often by inserting new genes or adapting existing genes within plant seeds, to better meet certain aims such as higher yield or insect resistance. Monsanto products can survive weeks of drought, ward off weeds, and kill invasive insects. Monsanto’s genetically modified seeds have increased the quantity and availability of crops, helping farmers worldwide increase food production and revenues.
Today, 90 percent of the world’s genetically modified seeds are sold by Monsanto or by companies that use Monsanto genes. Monsanto also holds a 70 to 100 percent market share on certain crops. Yet, Monsanto has been met with criticism from sources as diverse as governments, farmers, activists, and advocacy groups. Monsanto supporters say the company creates solutions to world hunger by generating higher crop yields and hardier plants. Critics accuse the multinational giant of trying to take over the world’s food supply and destroying biodiversity. Because biotechnology is relatively new, critics also express concerns about the possibility of negative health and environmental effects from biotech food. However, such criticisms have not deterred Monsanto from becoming one of the world’s most successful companies.
A – Conduct a SWOT matrix with at least 2 bullet points for each.
B – Questions
1. If you were Monsanto’s CEO, how would you best balance the conflicting needs of the variety of stakeholder groups that Monsanto must successfully engage?
2. Companies, like Monsanto, that can offer technology to improve human lives are often said to have a moral obligation to society. How can Monsanto best fulfill this moral obligation while also protecting society and the environment from the potential negative consequences of its products?
3. What can Monsanto do to alleviate stakeholder concerns? How could these actions be woven into the marketing strategy for the company’s products?
Collepals.com Plagiarism Free Papers
Are you looking for custom essay writing service or even dissertation writing services? Just request for our write my paper service, and we'll match you with the best essay writer in your subject! With an exceptional team of professional academic experts in a wide range of subjects, we can guarantee you an unrivaled quality of custom-written papers.
Get ZERO PLAGIARISM, HUMAN WRITTEN ESSAYS
Why Hire Collepals.com writers to do your paper?
Quality- We are experienced and have access to ample research materials.
We write plagiarism Free Content
Confidential- We never share or sell your personal information to third parties.
Support-Chat with us today! We are always waiting to answer all your questions.
