During the last decade the biotechnology industry has made remarkable scientific advancement. It is reasonable to surmise that in addition to corporate and personal goals, an intended outcome of biotechnological research is to benefit society. Yet how should companies react in the face of public scrutiny and often-resulting mistrust for technological innovation? This paper examines the strategic implications of researching, developing and bringing to market technology that is hard to sell. Specifically, we explore the application of technology to genetically modified crops in the agricultural industry.

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Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works in February 2014.

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Department, Program, or Center

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RIT – Main Campus