E.I. du Pont de Nemours and Co. (B)
DuPont must decide whether to launch a new non-GM (genetically modified) soybean that is tolerant to chemical sprays. In the face of rapid introductions of GM products by competitors, DuPont faces the challenge of ensuring the identity preservation of its new product through the agricultural distribution network. DuPont must choose the best business model to manage this large and unwieldy value chain.