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Marketing Strategies Of Biotechnology Firms: Implications For U.S. Agriculture

Author

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  • Renkoski, Matthew A.

Abstract

DuPont Quality Grains is focused on improving grain quality for end users, rather than on farm production traits. A major DuPont program is high oil corn. Feed corn has a huge market, and, because it requires no intermediate processing, any enhanced value is measurable by end users. Standard commodity markets do not function for capturing the value of enhance grains, and so DuPont works with end users, elevators, farmers, and seed companies to create market channels. As biotechnology commercializes more value-enhancing traits targeted to specific agricultural customers, vertical value chains will become shorter and more coordinated while standard commodity markets will diminish.

Suggested Citation

  • Renkoski, Matthew A., 1997. "Marketing Strategies Of Biotechnology Firms: Implications For U.S. Agriculture," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 29(1), pages 1-6, July.
    • Handle: RePEc:ags:joaaec:15550
    DOI: 10.22004/ag.econ.15550
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    File URL: https://ageconsearch.umn.edu/record/15550/files/29010123.pdf
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    Cited by:

    1. Corinne Alexander & Rachael E. Goodhue, 2002. "The pricing of innovations: An application to specialized corn traits," Agribusiness, John Wiley & Sons, Ltd., vol. 18(3), pages 333-348.
    2. Fung, Man-Hoi, 1999. "Marketing specialty corn contracts under uncertainty in Iowa," ISU General Staff Papers 1999010108000017643, Iowa State University, Department of Economics.

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