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Case study: Partnering strategies in a bio tech. world: the case of Dairyland Seed Company

Case study: Partnering strategies in a bio tech. world: the case of Dairyland Seed Company Large agricultural producers often demand seed with high yielding genetics along with specialty traits specific to their particular needs. Dairyland Seed Company prides itself on its superior genetics and a research program that adds specialty traits while retaining the qualities of the original variety. Dairyland sources specialty trait technology from two competing suppliers – DuPont and Monsanto. Each of these suppliers is currently pursuing a strategy of forward integration through aggressive marketing programs and acquisitions. The implications for access to future technologies and long‐term survival are profound, and leave Dairyland and other smaller seed companies with strategic decisions to make. This paper examines a channel of distribution for agricultural biotechnologies and the decisions faced by a small, reputable seed company when dealing with its large multinational biotechnology suppliers. Who should Dairyland be partnering with, and can Dairyland balance supplier dependency in an attempt to avoid being eliminated from the channel? http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Case study: Partnering strategies in a bio tech. world: the case of Dairyland Seed Company

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620110389867
Publisher site
See Article on Publisher Site

Abstract

Large agricultural producers often demand seed with high yielding genetics along with specialty traits specific to their particular needs. Dairyland Seed Company prides itself on its superior genetics and a research program that adds specialty traits while retaining the qualities of the original variety. Dairyland sources specialty trait technology from two competing suppliers – DuPont and Monsanto. Each of these suppliers is currently pursuing a strategy of forward integration through aggressive marketing programs and acquisitions. The implications for access to future technologies and long‐term survival are profound, and leave Dairyland and other smaller seed companies with strategic decisions to make. This paper examines a channel of distribution for agricultural biotechnologies and the decisions faced by a small, reputable seed company when dealing with its large multinational biotechnology suppliers. Who should Dairyland be partnering with, and can Dairyland balance supplier dependency in an attempt to avoid being eliminated from the channel?

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Jun 1, 2001

Keywords: Channel relationships; Partnering; Agriculture; Vertical integration; Marketing strategy

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