Tim Curran, CEO Sample6, a biotechnology company commissioning the development of a new diagnostic platform for food security, must decide how to work with actors of the food industry. How will you convince the top leaders in this mature industry to adopt new technologies and improve food security? Also faces a number of issues related to product development, marketing, compliance and dynamic industry trends. This case provides an overview of food security in the United States, focusing on the strategic objective of transforming the food security of a “necessary evil” to a differentiator for brand enhancement.
by
Robert F. Higgins,
Kirsten Kester
Source: Harvard Business School
24 pages.
Release Date: July 9, 2013. Prod #: 814014-PDF-ENG
Sample6: Case Solution Partnership to healthier foods
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