The Monsanto Case Analysis
The objective of this report is to analyze the differences in Monsanto’s experiences in the United States and Europe and the reasons of opposition in Europe, despite that, why Monsanto pushed ahead so hard.
Monsanto is a leading biotechnology company, which an American-based company. The company had received import approval of some products before concerns were elevated. They responded by launching an advertising campaign to discuss the potential benefits of biotechnology. Monsanto was trying to impose America's food and production systems on the European life. Cultural differences were not factored into the European launch of GM foods by the biotechnology industry.
When Monsanto enter into Europe market, the company did not anticipate the European resistance, based on a number of factors, and company officials admitted some mistakes in the introduction process.
1. Differences in Monsanto’s experiences in the United States and Europe
First of all, According to PEST Analysis, we can look at the differences in Monsanto’s external business environment in Europe and the United States.
<<PEST analysis>> the United States Europe
Political the United States had established a strong regulatory system for biotech approvals. -EU had approved GM foods for sale
-GM foods safety by banning import and sale some places.
Economic The most strong economic powerhouse in the world EU; the Union in Europe – the U.S’s rival
Social -strong belief within the biotech
-environmental activist groups not expressing
-It was not major issue -negative reaction, critical events occurred in Europe.
-the "mad cow" crisis erupted,
-Europe-based NGOs, which had been silent forming collaborative efforts to link and coordinate their activities.
Technological Biotech rapidly developing hesitated to invest in biotechnology
Secondly, through this analysis, the differences in Monsanto’s experiences in the United States and Europe can divide into 3 categories.
① difference of policies:
The
Monsanto is a leading biotechnology company, which an American-based company. The company had received import approval of some products before concerns were elevated. They responded by launching an advertising campaign to discuss the potential benefits of biotechnology. Monsanto was trying to impose America's food and production systems on the European life. Cultural differences were not factored into the European launch of GM foods by the biotechnology industry.
When Monsanto enter into Europe market, the company did not anticipate the European resistance, based on a number of factors, and company officials admitted some mistakes in the introduction process.
1. Differences in Monsanto’s experiences in the United States and Europe
First of all, According to PEST Analysis, we can look at the differences in Monsanto’s external business environment in Europe and the United States.
<<PEST analysis>> the United States Europe
Political the United States had established a strong regulatory system for biotech approvals. -EU had approved GM foods for sale
-GM foods safety by banning import and sale some places.
Economic The most strong economic powerhouse in the world EU; the Union in Europe – the U.S’s rival
Social -strong belief within the biotech
-environmental activist groups not expressing
-It was not major issue -negative reaction, critical events occurred in Europe.
-the "mad cow" crisis erupted,
-Europe-based NGOs, which had been silent forming collaborative efforts to link and coordinate their activities.
Technological Biotech rapidly developing hesitated to invest in biotechnology
Secondly, through this analysis, the differences in Monsanto’s experiences in the United States and Europe can divide into 3 categories.
① difference of policies:
The
References: 1. International Management Behavior:Text. Teadings and cases, Henry W. Lane, Joseph J. DiStefano and Martha L. Maznevski, Oxford, 2006 2. http://www.organicconsumers.org/ge/europecorn011106.cfm 3. Monsanto Europe, University of Virginia(UVA-E-0217)