Posilac® (A), (B) and (C)
James E. Fisher
Saint Louis University, USA
Volume 8: 2011, pp. 265-290: ABSTRACT
This case series examines the run-up and aftermath of Monsanto’s 1993-94 decision to market genetically engineered bovine somatotropin (referred to both as BST and rBST that is, recombinant bovine somatotropin). Commercialized under the product name, Posilac®, this new market offering was targeted to dairy farmers as an aid to herd management and a means to achieve productivity gains through an increased yield of milk from dairy cattle. The cases collectively consider how Monsanto’s management of the new product venture combined with the perceptions and actions of consumers, farmers, regulators, food processors, retailers, and other interested parties to determine the product’s performance in the market.
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