Bayer-Monsanto is in the process of repositioning themselves as a brand that is dedicated to agriculture and CSR. Monsanto has some moral obligations to farmers and consumers to make its seeds available at affordable prices for even the poorest farmers. Bayer-Monsanto can fulfill moral obligations and take actions to advance the interests and well-being of people in the countries in which they do business through philanthropy and CSR.
In today’s society there are multiple regulations, laws, and groups that try to ensure that our food is safe to eat. Contamination from untreated food can create sickness for people in advanced countries. In less developed countries where medical care is scarce, it is likely to cause death. Contaminated food and grain in undeveloped countries can cause birth defects, cancer, organ failure, and premature death (Deal & Baird, …show more content…
To re-position its brand in a positive relation with society, Bayer-Monsanto must focus on more than just the price of its products. The company has developed a three-tiered commitment policy (Ferrell & Hartline, 2014). Monsanto wants to help farmers produce higher yield crops, conserve resources, and improve farmer’s overall living. To accomplish this goal, they have a moral obligation to farmers and consumers to offer the poorest farmers seeds at affordable prices or through donation. The donation of seeds to undeveloped and poorer farmers shows a commitment to society and the advancement of agriculture. To maintain a positive position, the company must take initiatives in sustainable farming and philanthropy (Ferrell & Hartline, 2014). The company should also use the “seed police” as a customer service feature. This feature could create differentiation by providing farmers with the necessary education and knowledge to optimize the use of their products while protecting the environment and promoting sustainability in
In today’s society there are multiple regulations, laws, and groups that try to ensure that our food is safe to eat. Contamination from untreated food can create sickness for people in advanced countries. In less developed countries where medical care is scarce, it is likely to cause death. Contaminated food and grain in undeveloped countries can cause birth defects, cancer, organ failure, and premature death (Deal & Baird, …show more content…
To re-position its brand in a positive relation with society, Bayer-Monsanto must focus on more than just the price of its products. The company has developed a three-tiered commitment policy (Ferrell & Hartline, 2014). Monsanto wants to help farmers produce higher yield crops, conserve resources, and improve farmer’s overall living. To accomplish this goal, they have a moral obligation to farmers and consumers to offer the poorest farmers seeds at affordable prices or through donation. The donation of seeds to undeveloped and poorer farmers shows a commitment to society and the advancement of agriculture. To maintain a positive position, the company must take initiatives in sustainable farming and philanthropy (Ferrell & Hartline, 2014). The company should also use the “seed police” as a customer service feature. This feature could create differentiation by providing farmers with the necessary education and knowledge to optimize the use of their products while protecting the environment and promoting sustainability in