Publications
Publications
- December 2006 (Revised January 2008)
- HBS Case Collection
ViaGen: Revolutionizing the Livestock Industry
By: David E. Bell, Reed Martin and Mary L. Shelman
Abstract
ViaGen has invested heavily to develop cloning technology for the livestock industry. Cloning has the potential to significantly improve the genetics of livestock, leading to higher quality meat, healthier animals, and more efficient production. Since 2003, the firm has been waiting for the FDA to declare that meat and milk from cloned animals are no different from non-clones. During that period the company has worked to educate regulators, consumers, and members of the livestock chain about cloning. In late 2006, the FDA announcement appears imminent. ViaGen CEO Mark Walton needs to develop different business plans to commercialize cloning technology in pigs, cattle, and horses, all of which have a different industry structure. At the same time, he must consider what to do if the announcement is delayed yet again.
Keywords
Animal-Based Agribusiness; Business Plan; Governing Rules, Regulations, and Reforms; Marketing Communications; Industry Structures; Business and Government Relations; Genetics; Commercialization; Agriculture and Agribusiness Industry; Biotechnology Industry
Citation
Bell, David E., Reed Martin, and Mary L. Shelman. "ViaGen: Revolutionizing the Livestock Industry." Harvard Business School Case 507-021, December 2006. (Revised January 2008.)
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