Seeds of Discontent: Genetically Modified Organisms, Non-Governmental Organizations, and the (Mortal?) Wounding of an Industry

The case describes a political, social, and public opinion crisis for a firm and an industry. The crisis is spurred by non-governmental organizations opposed to genetic engineering. The case highlights issues concerning the social and political environment and its impact on firm options and adoption of technological innovations.

The teaching objectives are to acquaint participants with the potential impact of the non-market environment, namely, civil society and NGOs, and regulatory and legal bodies. The case also provides insights into how technological innovations and resulting product differentiation can be difficult to integrate into commodity supply chains.