Case | HBS Case Collection | October 2001 (Revised April 2002)

Calgene, Inc.

by Ray A. Goldberg and John T. Gourville

Abstract

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.

Keywords: Technology; Marketing Strategy; Market Entry and Exit; Product Launch; Innovation Strategy; Social Issues; Production; Problems and Challenges; Biotechnology Industry; Agriculture and Agribusiness Industry;

Citation:

Goldberg, Ray A., and John T. Gourville. "Calgene, Inc." Harvard Business School Case 502-041, October 2001. (Revised April 2002.)