MARKETING STRATEGIES OF BIOTECHNOLOGY FIRMS: IMPLICATIONS FOR U.S. AGRICULTURE

DuPont Quality Grains is focused on improving grain quality for end users, rather than on farm production traits. A major DuPont program is high oil corn. Feed corn has a huge market, and, because it requires no intermediate processing, any enhanced value is measurable by end users. Standard commodity markets do not function for capturing the value of enhance grains, and so DuPont works with end users, elevators, farmers, and seed companies to create market channels. As biotechnology commercializes more value-enhancing traits targeted to specific agricultural customers, vertical value chains will become shorter and more coordinated while standard commodity markets will diminish.


Issue Date:
1997-07
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/15550
Published in:
Journal of Agricultural and Applied Economics, Volume 29, Number 1
Page range:
123-128
Total Pages:
6




 Record created 2017-04-01, last modified 2017-08-23

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