Biotechnology Management (in Biotechnology)

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Genetically modified (GM) crops and food are still controversial. This paper analyzes consumers’ perceptions and institutional awareness and trust toward GM banana regulation in Uganda. Results are based on a study conducted among 421 banana-consuming households between July and August 2007. Results show a high willingness to purchase GM banana among consumers. An explanatory factor analysis is conducted to identify the perceptions toward genetic modification. The identified factors are used in a cluster analysis that grouped consumers into segments of GM skepticism, government trust, health safety concern, and food and environmental safety concern. Socioeconomic characteristics differed significantly across segments. Consumer characteristics and perception factors influence consumers’ willingness to purchase GM banana. The institutional awareness and trust varied significantly across segments as well. The findings would be essential to policy makers when designing risk-communication strategies targeting different consumer segments to ensure proper discussion and addressing potential concerns about GM technology.

This paper explores biotechnology marketing as defined, performed and organised in small biotechnology companies. Prior research has argued on the one hand that marketing-related deficiencies could explain the lack of commercial success in biotechnology. On the other hand, it has been suggested that biotechnology marketing could be different from what is considered marketing in other industries. This raises the question of whether there are deficiencies in biotechnology marketing or whether the meaning of biotechnology marketing remains unexplored with the survey-based research designs used in earlier studies. This paper is based on a novel qualitative methodology combining the insider and outsider views in the study of five cases of biotechnology marketing. The findings do not suggest that there is substantial lack of marketing effort and competence in biotechnology companies. Instead, the findings provide new knowledge on the specific nature of biotechnology marketing produced by a combination of the insider and outsider views.

This paper explores biotechnology marketing as defi ned, performed and organised in small biotechnology companies. Prior research has argued on the one hand that marketing-related defi ciencies could explain the lack of commercial success in biotechnology. On the other hand, it has been suggested that biotechnology marketing could be different from what is considered marketing in other industries. This raises the question of whether there are defi ciencies in biotechnology marketing or whether the meaning of biotechnology marketing remains unexplored with the survey-based research designs used in earlier studies. This paper is based on a novel qualitative methodology combining the insider and outsider views in the study of fi ve cases of biotechnology marketing. The findings do not suggest that there is substantial lack of marketing effort and competence in biotechnology companies. Instead, the fi ndings provide new knowledge on the specifi c nature of biotechnology marketing produced by a combination of the insider and outsider views.