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  • December 2021
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Pairwise

By: José B. Alvarez and Annelena Lobb
  • Format:Print
  • | Language:English
  • | Pages:17
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Abstract

Pairwise discusses the strategic approach of a company aiming to “snackify” fruits and vegetables by using CRISPR-Cas9 gene editing to create nutritious, bite-sized foods that could compete with packaged snacks. The company is confronting a number of challenges, including distinguishing their approach from that of GMO foods, which had a mixed public reception.

Keywords

Gene Editing; GMO; Food; Nutrition; Competition; Market Entry and Exit; Public Opinion; Competitive Strategy; Consumer Behavior; Food and Beverage Industry

Citation

Alvarez, José B., and Annelena Lobb. "Pairwise." Harvard Business School Case 522-058, December 2021.
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About The Author

Jose B. Alvarez

Marketing
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More from the Authors
  • Sword Health By: Regina E. Herzlinger and Annelena Lobb
  • Applegate Farms By: Forest L. Reinhardt, Jose B. Alvarez and Natalie Kindred
  • Taylor Farms: Adding Value to Fresh Produce By: Forest L. Reinhardt, Jose B. Alvarez, Jenyfeer Martinez Buitrago and Pedro Levindo
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