University of Edinburgh, United Kingdom
Zeneca’s agrochemical strategies had two major strands: developing the profit potential from existing patented and off-patent chemicals where this was feasible; and major investment in discovery of new, patented products. In developing genetically modified (GM) crops, managers were mainly focusing on output rather than input characteristics. The new “whole crop strategy” was based on an understanding that agrobiotechnology markets are likely to be based on a combination of chemicals and transgenic methodology, and included the assumption that GM-based output traits would enhance the economic value of the crop, increasing the demand for effective crop protection from a combination of chemicals and GM input traits.
Key Words: Innovation; pesticides; GM crops; sustainable development; strategy.