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  • December 2007 (Revised April 2008)
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Alltech...naturally

By: David E. Bell and Mary L. Shelman
  • Format:Print
  • | Pages:30
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Abstract

Entrepreneur Pearse Lyons had built Alltech into the fastest growing company in the global animal health industry through innovative technology, creative marketing, and strong branding. Sel-Plex, a proprietary Alltech product, had shown important health benefits for animals and humans. Although numerous branded selenium-enriched products were being sold in supermarkets around the world, the company's current business model (selling Sel-Plex as an ingredient) did not allow it to participate in the value created. Lyons and Alltech's directors must choose between three different options for Sel-Plex, which include continuing with the current strategy, partnering with animal producers, or marketing Sel-Plex directly to consumers in tablet form.

Keywords

Brands and Branding; Leadership Development; Customer Focus and Relationships; Expansion; Technological Innovation; Intellectual Property; Sales; Value Creation; Business Model; Growth and Development Strategy; Health Industry

Citation

Bell, David E., and Mary L. Shelman. "Alltech...naturally." Harvard Business School Case 508-033, December 2007. (Revised April 2008.)
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About The Author

David E. Bell

Marketing
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Related Work

    • March 2010
    • Faculty Research

    Alltech...naturally (TN)

    By: David E. Bell and Mary Louise Shelman
    • December 2007 (Revised April 2008)
    • Faculty Research

    Alltech...naturally

    By: David E. Bell and Mary L. Shelman
Related Work
  • Alltech...naturally (TN) By: David E. Bell and Mary Louise Shelman
  • Alltech...naturally By: David E. Bell and Mary L. Shelman
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