Corporate branding activities aimed at a variety of stakeholders are devised to gain trust, and build a strong reputation among the group. Strategic initiative toward corporate branding is especially true when scandals or allegations of unethical practices are suggested. In order to secure a strong corporate reputation, the company must succeed in delivering a quality product, financial success, social responsibility, and strong executive leadership (Ferrell, Hartline, 2014). Monsanto has had its share of unsavory issues.
In the 1970’s, when Monsanto came under attack for the development of Agent Orange, the company refocused their attention on biotechnology, and was the first change in corporate branding.
The Agent Orange scandal cost …show more content…
Farmers in developing countries have also been approached with donations and assistance in crop production with the use of the genetically altered seed. Advocacy groups constantly press Monsanto’s reputation with criticism of the product and the effects on health and the environment. The CEO redirected this criticism to decrease concern by placing the genetic seed from the consumer’s dinner plate to the animals that consumed the feed that was grown using the genetically altered seed. Constant strategy surrounds the question of safety to our health and to the environment and one that Monsanto must continually address. Currently, the FDA has claimed that genetically modified food is safe for consumption. In another situation, Monsanto criticized for using Posilac, pressed the FDA to include on milk cartons, “No significant difference has been shown between milk derived from rBST treated and non-rBST treated cows.” The hormone, Posilac causes cows to produce more milk, has been a cause of concern that it could have ill health effects. Since no effects have been found, Monsanto did not want to lose market share if their carton did not read “rBST free” milk.
Monsanto has also had its share of legal issues, and has been investigated for alleged anticompetitive activities. They have been accused of using its power and licenses to block products. Other legal issues
In the 1970’s, when Monsanto came under attack for the development of Agent Orange, the company refocused their attention on biotechnology, and was the first change in corporate branding.
The Agent Orange scandal cost …show more content…
Farmers in developing countries have also been approached with donations and assistance in crop production with the use of the genetically altered seed. Advocacy groups constantly press Monsanto’s reputation with criticism of the product and the effects on health and the environment. The CEO redirected this criticism to decrease concern by placing the genetic seed from the consumer’s dinner plate to the animals that consumed the feed that was grown using the genetically altered seed. Constant strategy surrounds the question of safety to our health and to the environment and one that Monsanto must continually address. Currently, the FDA has claimed that genetically modified food is safe for consumption. In another situation, Monsanto criticized for using Posilac, pressed the FDA to include on milk cartons, “No significant difference has been shown between milk derived from rBST treated and non-rBST treated cows.” The hormone, Posilac causes cows to produce more milk, has been a cause of concern that it could have ill health effects. Since no effects have been found, Monsanto did not want to lose market share if their carton did not read “rBST free” milk.
Monsanto has also had its share of legal issues, and has been investigated for alleged anticompetitive activities. They have been accused of using its power and licenses to block products. Other legal issues