CASE STUDY

... even more so considering national disparities and even economical rivalries ..... European commission established a Biotechnology Regulation Inter-Service.
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Annik a Hohendahl, Géraldine K äslin, Sebastian König, Sebastian Schmidt, Sebastian Olényi

The European past, present and future of the world leader in Genetically Modified foods

Monsanto Europe CASE STUDY

Content Content

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Mission statement Monsanto

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Introduction / About Monsanto

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Stakeholders: Customers

6-9

Stakeholders: Environment and Society

10-13

Stakeholders: Politics

14-16

Porters Five Forces-Analysis

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Conclusion, Open Questions and References

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Europe - full of mistrust: GMO-Free Map

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“We want to make the world a better place for future generations. As an agricultural company, Monsanto can do this best by providing value through the products and systems we offer to farmers. With the growth of modern agricultural practices and crops that generate ever-increasing yields, we are helping farmers around the world to create a better future for human beings, the environment, and local economies. Increased yields are the core of this agenda. As agricultural productivity increases, farmers are able to produce more food, feed, fuel, and fiber on the same amount of land, helping to ensure that agriculture can meet humanity’s needs in the future. Moreover, increased productivity allows farmers to produce more with the same – or fewer – inputs of energy and pesticide. This results in more responsible use of natural resources, better ecosystem health, increased soil fertility, increased farm income, and more opportunities for farmers and their communities.” Monsanto “Our Pledge”, www.monsanto.com

INTRODUCTION

Monsanto Europe Monsanto Corp is an important global player in the agronomic market, the world’s largest seed producer and technological market leader in the field of genetically modified crops. The purpose of this case study is to investigate and critically evaluate the entrepreneurial decision of Monsanto Corp to expand their genetically modified crops business to the European market in the mid-90ies. After a short general introduction to some more generic properties of the company, we will approach this problem from three general perspectives: role of customers, interplay in political dimension, and the relation towards environment and society. Apart from the more schematical approach with the Porter’s Five Forces diagram that is a classical mean of evaluating the decision for a market entry, we will concentrate on those particular aspects and point of views that seem us to be most important. By inductive reasoning, we want to encircle the respective attitudes and power of the named stakeholders and thereby expose possible management misconceptions that may have led to an overall failure of Monsanto’s European approach.

INTRODUCTION

The Stakeholder-Analysis The most important stakeholders of Monsanto are presented in the diagram on the right. Their respective relative influence upon Monsanto’s policy in the expansion to Europe, as we presume Monsanto judged it when considering the European enterprise, has been represented by scaling; thus it does not neccessarily represent the factual situation, but its presumable assessment by the Monsanto management. The most important stakeholder groups are stockholders and customers; the latter are discussed in detail in the section „customers“, along with suppliers (being of minor influence). We judged the stockholder’s role and influence as important, as the main impetus for the European expansion was presumably the promising, profitable European market; the stockholders’ drive towards such a decision was high. Just as apparent is the mutual impact of such a fundamental corporate decision on Monsanto’s employees. Moreover, several cooperations are (at least indirectly) affected by this decision, yet their influence was not too large. The stakeholders