A Recommendations Report For Monsanto Commerce Essay Example
A Recommendations Report For Monsanto Commerce Essay Example

A Recommendations Report For Monsanto Commerce Essay Example

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  • Pages: 8 (2030 words)
  • Published: August 17, 2017
  • Type: Research Paper
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Executive Summary

Monsanto offers a solution to address global demand for nutrient production, limited natural resources, and climate change. Their approach aims to enhance food production using fewer seeds, with the goal of doubling worldwide food production by 2050. This aligns with the United Nations' projection that such an increase will be necessary. Through biotechnology and principles of ecology, stability, and sustainability in agriculture, Monsanto believes they can mitigate the environmental impact caused by industrial agriculture. Working together through the Keystone Alliance Project, Monsanto and other companies strive for long-term enhancements in sustainable agricultural production. However, challenges persist regarding consumer perceptions and acceptance of genetically modified organisms (GMOs). A marketing strategy involving Roundup and genetically engineered products has not effectively changed these perceptions. Opposition also arises against labeling regulations for genetically engineered c

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rops due to concerns about farmers saving seeds and enforcement of intellectual property rights. Monsanto argues that labeling would negatively impact their product.However, the objection that GMOs are not more desirable than traditional crops contradicts the notion. Monsanto's actions hinder the growth potential of GMOs and harm current markets by undermining public confidence. Additionally, they show no willingness to address or listen to these concerns. From a sustainability perspective, Monsanto's biotech-based strategy fails to address poverty and food access issues, disregarding disparities between developed and developing nations. This raises doubts about their mission to "feed the world." It is crucial for companies to acknowledge that today's consumers are highly aware of their products, promotions, and sales. Furthermore, in today's information-rich society, consumers understand how corporate social responsibility (CSR) programs can impact a company's bottom line. The widespread use of social media has amplified

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this awareness and led to an increase in consumer activism. Consumers now rapidly share their opinions online, both praising and criticizing companies. As a result of these developments, companies have adopted a new approach where they effectively communicate with stakeholders and unite them around shared values. Monsanto as the global leader in sustainable agriculture has implemented various initiatives and efforts related to corporate social responsibility (CSR).Monsanto is involved in various programs and initiatives, such as the Baechell-Borlaug International Program, the Keystone Alliance for Sustainable Agriculture, the Mississippi River Basin, and community-based volunteerism. These efforts aim to address global hunger and malnutrition by utilizing biotechnology. However, despite these advancements, Monsanto has faced criticism on multiple fronts.

One of the main concerns raised by activists is the lack of reliable information and evidence regarding the safety of genetically modified (GM) food acceptance. This has resulted in negative public response towards Monsanto's efforts. Critics argue that Monsanto's use of science in food production is harmful and that they take advantage of intellectual property laws at the expense of impoverished communities worldwide. Moreover, there is a perception that Monsanto disregards environmental and health concerns.

To regain public trust, it is essential for Monsanto to improve its business ethics and transparency. This can be achieved through providing accurate information about genetically modified products. Additionally, reevaluating their position on labeling GMO foods would also contribute to rebuilding trust.

Despite these criticisms, it should be acknowledged that Monsanto's biotechnology has potential benefits in reducing the environmental impact of industrial agriculture. Their sustainable biotechnological approach allows crops to thrive in poor-quality soils and drought-prone areas while decreasing reliance on weedkillers, pesticides, and other inputs. This not

only helps prevent deforestation but also preserves sensitive lands.

Overall, by addressing ethical concerns and promoting transparency while highlighting the positive environmental impact of their biotechnological approach to agriculture, Monsanto can work towards regaining public support for their initiatives.
Former CEO Robert Shapiro believed that biotechnology and life sciences alone are not enough to achieve agricultural sustainability. Monsanto, as part of their commitment to addressing world hunger sustainably, aims to double food production by 2050 and help farmers double their harvests by 2030. They also strive to decrease agricultural resource usage by one-third per unit of output by 2030. Monsanto's seed products are designed to conserve water, land, and energy resources while minimizing soil loss and greenhouse gas emissions. Their objective is to enhance the livelihoods and income growth of farmers through advanced biotechnological agricultural technology. To achieve this goal, they have established the Beachell-Bourlaug International Scholars Program which educates future agricultural leaders in rice and wheat breeding. Despite a population growth rate of approximately 1.25%, wheat and rice outputs have only increased by about 0.8% over the past decade.Monsanto has launched a $10 million program in response to challenges and increasing food demand, supporting PhD students specializing in rice or wheat breeding with coverage for tuition, insurance, research fees, and travel expenses [5].Monsanto has partnered with The Nature Conservancy, the Iowa Soybean Association, Delta Wildlife, and National Audubon Society for a conservation project called the Keystone Alliance for Sustainable Agriculture. This initiative aims to reduce nutrient and sediment movement into the Mississippi River, which is the largest river system in the US. With an investment exceeding $5 million, the project focuses on both the Mississippi River

and agricultural landscapes. Its goal is to assist farmers in producing higher-yield crops while preserving water quality and supporting diverse wildlife populations [6]. By participating in this initiative, manufacturers involved in harvesting can access additional on-farm tools that will enhance their efforts towards environmental stewardship. This contribution is just one of many aimed at achieving sustainable agriculture.

The Keystone Alliance for Sustainable Agriculture is an organization dedicated to sustainable agriculture. Experts predict that sustainable agriculture will be crucial in meeting the needs of a projected global population of 9 billion by doubling food production by 2050. There are two options: either make each acre of farmland twice as productive or use twice as much land. However, option two would require deforestation and result in habitat loss along with other environmental problems.Monsanto, together with 30 other companies and organizations committed to sustainable agriculture production, actively participates in the Keystone Alliance Project. This collaboration aims to find solutions that increase agricultural production while reducing environmental impact.[7] In 1964, Monsanto established the Monsanto Fund to support charitable initiatives. The company's goal is to bridge the gap between people's needs and available resources by inspiring individuals to involve others in their vision. Through the Monsanto Fund, they have provided $13.9 million for nutrition, education, environmental, and community programs. Additionally, they have donated $1.1 million to United Way and created the Monsanto Fund Matching Gifts Program for employees and board members to assist nonprofit organizations. Although philanthropic activities improve public image and foster crucial relationships for success, they also face weaknesses such as reliance on public acceptance of GMOs, financial depletion during acquisitions, and significant accumulated debt. The rapid sales growth

of biotech products has been criticized by those concerned about public acceptance. Uncertainty surrounds Monsanto's future as a biotech company reliant on Roundup due to doubts regarding regulatory bodies and consumer acceptance.Despite Monsanto's focus on biotech products, consumer acceptance of GMOs remains low due to the lack of apparent benefits for consumers. The company's marketing strategy is tolerated by farmers, but it neglects addressing environmental and human health concerns. Furthermore, their biotech-based approach fails to address poverty and food access issues, disregarding the differences between developed and developing countries. This raises doubts about the sincerity of their mission to "feed the world," especially considering that their initial genetically engineered crops were primarily suitable for western countries rather than developing nations.

Monsanto fears that labeling GMOs could negatively impact consumer perception and raise additional concerns regarding food labeling. However, this objection contradicts the notion that GMOs would eventually become more desirable than traditional crops. If a system were in place to segregate and preserve GMO crop identity throughout the supply chain, farmers could benefit by generating additional value from these products.

In the midterm (3-5 years), it would have been advantageous for Monsanto to support labeling requirements and establish an infrastructure that preserves crop identity. Unfortunately, Monsanto's actions not only hindered its growth potential but also eroded public confidence in current markets [11].Despite claiming to meet global food and fiber demand, Monsanto initially focused on Western markets and commodity crops when introducing its GMO technologies. This approach failed to consider the differences between developed and developing countries. Developing countries relied on crops like rice, sweet potatoes, cassava, and yams rather than maize, cotton, and soybeans [12]. Furthermore, some

view Monsanto's patenting of life forms and protection of intellectual property rights as a threat to cultural practices and seed preservation in developing nations. These agricultural-dependent countries are increasingly skeptical of multinational agricultural companies prioritizing profits over the livelihoods of small-scale farmers [13]. The rapid consolidation of the seed industry, integration of the agricultural supply chain, and Monsanto's patenting of genetic "innovations" further strengthen the perception of corporate control. Monsanto's global sustainability campaign is being undermined and it is alienating people in developing nations. NGOs and consumers worldwide realize that Monsanto has not delivered on its promises of global sustainability. The company believes that consumer resistance stems from a lack of knowledge but their advertising campaign to reduce this resistance is ineffective. They fail to understand the concerns expressed by consumers who oppose GMOs and doubt safety claims based on scientific evidence.
Furthermore, Monsanto fails to consider cultural sensitivities surrounding food and farming. By solely relying on scientific data and disregarding public perceptions, the company only fuels more anger. It would be advantageous for Monsanto to adopt the "Six Sigma" process, which involves actively listening to the public and identifying quality issues with their products. This approach can lead to safer and improved products that meet consumer needs while increasing profitability for both parties involved. Consumers will feel valued as their needs are met, while Monsanto will benefit from new innovations and increased value, resulting in loyalty and credibility through social responsibility. The primary objective of this system is to deeply understand consumers in order to provide them with what they desire. No advertising or marketing efforts can compensate for failures in these essential strategic elements.

It is crucial for this customer-focused mindset to extend to human resources policies as well because having satisfied staff members is vital for ensuring happy customers. Transparency plays a significant role in the future success of the company by replacing secrecy and protecting proprietary information with transparency and commitment from stakeholders; the company can thrive. Transparency involves removing barriers and disclosing all information about products, including research, biological/chemical technology processes, and test results.This passage discusses how Monsanto aims to empower consumers and foster unity within the company by embracing diverse perspectives. The company also focuses on promoting sustainability through analytical measurement and involving employees, consumers, and critics. However, due to its controversial history as a chemical manufacturer, doubts have been raised about Monsanto's credibility and honesty among the public. The company was responsible for producing PCBs in the US until their ban in 1976, leading to costly clean-up efforts. Additionally, during the Vietnam War era, Monsanto manufactured Agent Orange which has been linked to cancer and reproductive issues among veterans. The Environmental Protection Agency considers Monsanto potentially responsible for these matters. To achieve sustainable development, it is suggested that Monsanto adopts a multi-modal strategy involving rational planning and reporting systems for accountability, creating a compelling vision and clear corporate mission symbolically, promoting communication and learning through transactive approaches across organizational boundaries, and encouraging entrepreneurial behavior from all members of the organization productively. Shapiro's emphasis on sustainable development primarily influences the decision-making process using a symbolic approach.In order to overcome previous challenges, Monsanto must implement a comprehensive multimodal strategy-making process that places a dominant focus on the symbolic manner. By establishing a strong connection between rational

decision-making and the symbolic vision of sustainability, compatibility issues faced by Monsanto could have been resolved. While Monsanto's biotechnology has the potential to reduce environmental impact in industrial agriculture, it alone is insufficient for achieving agricultural sustainability. The company has already taken steps towards social responsibility by increasing sustainability output, implementing ecological and educational programs, providing assistance and tools for farmers, and engaging with communities. However, there are still some aspects that need improvement in terms of consumer consciousness and enhancing transparency and business strategies.

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