Marketing High-Tech Tomatoes, 1995: Analysis and Assessment of Calgene, Inc. and the Flavr Savr Tomato
This paper examines the case of Calgene, Inc., which released to the public the Flavr Savr tomato in 1995 with the endorsement of the FDA. The Flavr Savr was a genetically modified crop that was capable of resisting rot and thus was more readily transported over long distances. The paper examines the internal and external strengths and weaknesses of Calgene and its situation at that time.
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