Calgene, Inc.

Calgene, Inc.: "

In 1993, Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. At the same time, it is using biotechnology to produce improved plant products for the cottonseed and the industrial and edible oil markets. As it develops and brings these products to market, however, it faces a series of marketing and public relations hurdles, including regulatory requirements consumer education activist resistance to production, and distribution logistics. How Calgene reacts to these challenges may determine whether it succeeds or fails in its quest to revolutionize the business of agriculture. A rewritten version of an earlier case.

Learning Objective: To introduce students to the unique challenges encountered in the world of bioengineering, an increasingly important but controversial topic in society. Addresses product selection and target market selection for new-to-the-world products. Much of the discussion can focus on whether Calgene has chosen the best product with which to go to market and, if so, whether it has chosen the best strategy for entering that market.

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