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Zeyad Montasser Monsanto Europe Oct 2, 2012 BUS-6160-100 - Bus Policy&soc&ethical Envir

What are the most important issues in this case?
Monsanto wants to introduce GMOs to the US and Europe and the main issue for Monsanto is that the introduction of GMOs to Europe is being prevented by regulations. There is also a general refusal to the idea of GMOs by the European population due to cultural differences and distrust in the EU that failed them before. Also mass media portrayals of GMOs often appeared to increase public fears of the new technology. However pressure from the US and the WTO are changing their stance.
Who are the primary stakeholders?
The European Union, Monsanto, European firms specializing in biotechnology and farmers.
Can one prioritize the stakeholders?
Monsanto is the primary stakeholder then the EU then the farmers and European firms specializing in biotechnology.
Who are the most important? Least important? Why?
The most important is Monsanto as they are potentially missing out on a major world market that is essential to Monsanto's growth as a company.
The firms that specialize in biotechnology can only gain from a change in the Europeans stance as there are already preexisting regulations on biotechnology.
What values and whose rights are at stake? Can these be prioritized?
The European values are at stake as they distrust biotechnology and want to protect Europe and the European people. Also, their reputation could be at stake with a decision to overturn a previous stance. European citizens and the international community could question their values of protecting those they serve.
The rights of the European citizens could be at stake as they would be consumers of the GMOs. Food containing GMOs is not labeled and there could be

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