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Midland Bull Test – Going Green? (A) and (B) Case Solution & Answer

This Case is about GROWTH STRATEGY, LEADERSHIP, MARKETING, SOCIAL RESPONSIBILITY, SUSTAINABILITY, TECHNOLOGY

PUBLICATION DATE: January 01, 2010 PRODUCT #: NA0098-HCB-ENG

Midland Bull Test Going Green (A) and (B) Case Solution

In June 2008 at Midland Bull Test in the south-central Montana. The (A) and (B) cases features of Leo McDonnell, Jr. and his wife “Sam,” the owners of Midland Bull Test, a long time pioneer in the performance testing of bulls. Leo was a magnetic entrepreneurial leader in the cattle business.

Sam was an astute manager of their company issues. In 2007, the two invested $700,000 in feeding and to system tracking generate feed efficient cows that have less methane, a less feed and generated powerful greenhouse gas. Cows generated 20% of the methane emissions in the US, and feed cows that were efficient generated up to 40% less methane.

Leo felt the possibility of reducing methane generation through increases in feed efficiency and other developments in ranch practices was enormous. He saw the feed efficiency plan as environmentally unique. … sustainable,” and “part of an increasing movement to reduce greenhouse gases in a socially responsible manner.” In June 2008, Sam was concerned about satisfying with their income targets. Leo said, “I concur, but global warming is also significant.” Why should we risk our money and standing on going green?” The (B) case targets their marketing strategy and the chance of placing Midland as a green business. Additionally, Sam and Leo needed to leverage the emerging relationship with Pfizer who was developing DNA-mark technologies to enhance productivity, quality, and animal well-being.

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