Purpose – The main purpose of this paper is to analyze the market entry strategies for companies which are involved with Chemicals in Foods, Agriculture, Irrigation aspects, which equally have cultural effects in different regions. Design/methodology/approach – The case contains a careful analysis of the literature about the Monsanto Company, articles and journals have been reviewed to supply the information on the problems being faced by Monsanto. Findings – The analysis or the suggestions are the view points of the author, basically involving the Transnational approach for such companies. The suggestions or opinions are the responses like “What it could or would have done”, “This should be implemented” and so on so forth. Research limitations/implications – Since this paper is associated with the suggestions by the author, the only limitation can be personal judgments. Practical implications – In this respect, the paper combined various aspects of TNCs, Strategy and apply these concepts to the company to proceed in not only home country but also in host countries. Originality/value – There have been few articles already written with respect to Monsanto, but sole aim of all these articles was to identify the problems faced by Monsanto and criticisms faced by it. But the articles conducts a company analysis, identifies problems and provides possible theoretical solutions in order to overcome the problems.
Business Strategy Series – Emerald Publishing
Published: Mar 16, 2010
Keywords: Marketing strategy; Sustainable development; Emerging markets; Cross‐cultural management; Export markets