Monsanto: Helping Farmers Feed the World

Posted: 16 May 2010

See all articles by David E. Bell

David E. Bell

Harvard Business School - Marketing Unit

Carin Knoop

affiliation not provided to SSRN

Mary L. Shelman

Harvard Business School

Date Written: April 9, 2010

Abstract

Monsanto has led the effort to bring biotechnology to bear on food production. Through some management missteps and consumer resistance the company had difficulties in its early years. But since Hugh Grant became CEO the picture has brightened with widespread adoption of the company's products. This case focuses on the company's product pipeline and the galvanizing effect of the CEO's promise to substantially improve global food production by 2030.

Suggested Citation

Bell, David E. and Knoop, Carin and Shelman, Mary L., Monsanto: Helping Farmers Feed the World (April 9, 2010). HBS Case No. 510-025; Harvard Business School Marketing Unit. Available at SSRN: https://ssrn.com/abstract=1607785

David E. Bell (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6366 (Phone)

Carin Knoop

affiliation not provided to SSRN ( email )

Mary L. Shelman

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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