...Case Study: “Ventria Bioscience and the Controversy over Plant - Made Medicines” Introduction: Case overview Ventria Bioscience, a biotechnology firm based in California, faces the challenge of commercializing a product with potential and considerable public health benefits. Ventria had developed a ground-breaking technology using genetically modified (GM) rice to grow the proteins lactoferrin and lysozyme, both found in human breast milk, which can be used for the treatment of diarrhea in children, tourists and the military. (Lawrence and Weber, 2010, p. 494) However, the pioneer biotechnology invention has to go through regulatory processes and stakeholder’s scrutiny, before it can enter the market. There are ethical concerns over the plant-based medicines and opposition coming from consumer advocates, environmentalists, rice farmers and food safety activists. Ventria needs to overcome the regulatory environment and manage its stakeholder relations in order to succeed and release this product for sale. In order to do so they must establish a strategic plan to improve their triple bottom line performance. They need to convince stakeholders that the potential benefits are desirable and that they can safely and responsibly deliver the product to be commercialized. Even then, Ventria and the biotechnology industry might always face opposition from groups against genetically modified organisms in which human genes are also manipulated. “The public’s reactions to plant-...
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...Ventria Bioscience Case Study Michael Regan Kaplan University Corporate Social Responsibility GB590 Dr. William Deskin March 06, 2012 Introduction Ventria is a biotechnology firm that developed a process to produce pharmaceutical proteins in the seeds of rice (Lawrence & Weber, 2011). Ventria was a small start-up company that received funding from venture capital. Ventria believed that its first product would be well received since it was a medicine that would lessen the severity of diarrhea in children (Lawrence & Weber, 2011). Plant-made medicines could be developed much cheaper than using mammalian or microbial cell cultures. Plant-made medicines were able to be developed without the extensive and expensive purification process which allowed them to be taken orally (Lawrence & Weber, 2011). Problems Facing Ventria Ventria had a few of issues that prevented it from being as successful as CEO Scott Deeter expected them to be. 1. Organization – When Scott Deeter succeeds Hagie as CEO he took the company down a different path as part of his reorganization to help the company be successful he narrowed the company’s projects down the a few that had the greatest chance at being successful (Lawrence & Weber, 2011). 2. The rice that was produces from their research had side-effects. Couple this with the regulation that California places on genetically engineered rice farms and it becomes an uphill battle to get their research successfully completed...
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