strategic implications of technological innovation that is

Rochester Institute of TechnologyRIT Scholar Works

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2003

Strategic implications of technological innovationthat is hard to sellStephen Luxmore

Ken Shaw

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Recommended CitationJournal of Global Competitiveness. Vol. 11 (1), 2003

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Strwq:l< 1a, ofT ;;jooI1_._ 1110< 10 IIaniIO s.oSup/l.., R. L.a.,,,,,.,;.. Soloo...

lIIInof _ .... ' Po....., .. _,,_ ~_._,•. k .. , .. ,I,ID_...- /It _,,"" '" twporrJIO arod jW.-.I toah, ...~""'«>m4' 0/ /HQ<<<itJwIo,i""J , ..""C~ Is '" Iv<>t/l' WOtf)'. rtf,100>0' .-ut ""~,. I'<tK1 i" 1M /<J<Y tJf P""'" scnJJ,,,y <DldDjt..._.., ...,.., "" ~j""_, 1kl _

"'_.-"'JI~!"'_<f' or "do,',,,,___ _d .. ' ''IJ' _ .. _ ... ,tIl.

SfwnJllDUJ, .,pIii<. ... ."...,.. ", "d 40 ...'."......Ity ""l>difitod "Df>S i" I~' "8r«.trwul """""y.

TIle lIu>,.... of_',""ltu"', .. old Of ........IDl ft OJri<alhU< 01,100lJ.l' ',",'n .-.and l"'" is ......1>1 1'<>, ,he _'i" uo" <It hf•. For variouo.-lbc ......ld .., ....tIlly ....-~lriy_,I", IU _loteT"",.oomJlydlt~ 1Diluwy .... , • .. 1 willi "'1.01 .... _l<nolurr.. IIa.... ,.... _ ••• <d tar. , ' -,S", r.... Iit_ ... _ 40usaddi ..foocbnolf _ "r ....p" , aops ..... 'Ol'\lI be wllal '" """,lie<",I_Ttl•. inclodillJ poor """,I.. _;'iom lbo.. uops are."" ••pcetolII> d<lim- hlJhcr ~"IdI. be: I<wo'er IXlSI. of iol'l'l'I)V«! ~u.oh'y! .... 1"'O"i<l<oa...__roll Qlno:.-ly lK~1II& .. d....

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It-..:ally. __'•• Q.t:d_ ..r_t"' oro socii .... ' _ or __ r'_IOa.-1rybnIl,b<.ohor ...fb<t, .. reba"'" _low_ (SaCo.1OOOl "'n .....~........."t.lly ID .... 19D willi tbr """,_orr=xnbinanl DN'"~10 <"" ....1tII1t,,~ iIl<NlI'Y. Thd oa:laloIotY a1krool """ille so- 10 "" lJIOCIil\ed'" IllOfflrd inw plm (or "",nul) _I<, 10 C1Is.iooer new. am ""'"' IIk.ly~i", u,,"lII!Dablc. crop <har><:Ior~"'.The .... ol ..leQlorl< od_Ita> bot. as....i.bj"'... r....~ or~ -.illod ........ II>

...ibootit ra-. ""'-'" 1'1-. _ do..lopod ia'98) (Mo • :!OOlal.'"_1aId·195IOo._FD'" lI"'u1 <ill"' .. of_CN.....II. .100•.0) T..,. GM .",.. __ . • ..." Jw::i__ .....-_.. tiII ...".- _(Pl;ot_.lIIXll).~.n-. .... .... diftaIy Iac/il ......... od<IiI:;oe of_ _.__ '" .. n<o: .. _ E .. ""'*'"' DIll (P\::w _oc.llJ01I,ne 0I_ • • " ....... -.01... • <iIII:IIOOblIlrf_"""-1.and ...... · .... -....ph , k._ioIpnoM:to. _"",,- ~(Pew~ ZllO') CltMly ....r:c-ial bcDc:f"u 01 lnI>Ipio ...... if_.

lI"" ,. " .....JOnit <nIP' Moe DOl boC1I ""';=ully rmbrao<d, TOIII OM "0\'.., ,oatl>t:d 109,) mill.", ...... or 404.2 milIioo becw.. by .... y"", 1000•• more LIwt tw<aIJI.fivc!old iau<aI< ..... lb< me.y<2t~ol__,ciaI G..'1 (l>alCS, lOOlY). \1o'lo& dIis Iipn: .........i"<o:. GM

...... <XlIy 10<~'6~ 01._ -'d ""'""1"01 .........,-, .... _ -I'I-d GM coop 0-.1000). Of.... 1)__.......... ,......oIGM........ :lOOO._ 1,..99,....,..of_,--. ... !IIE _ sc...,......)OJ_~..... ; I. I .61,....,...JIobolG-o,(onp__ tJ-.llXIOIe-, _._' I iIl0Wonp""'""F. ..........-tl .......--or /IJ (.......~l__ lhc U.s "'f""'<d .........~ ""'"~ ;" 2000 IJ_. 2000l

While tbr Del b<1ler1f ol 'II"""";'''"", If. qucstiDnod """. J<> ........procen<d food, .01., OM erop yidd... IfIIlt'lienls. "'ony Ioos ""'lIow 0<

placo ,<3IIi<s",,,, ........ irnp:>«atioo.lfllllo< .....t£ltoB ol fo<lolIlufh mod<: fn...OM IBarbuu. 20(1). Ad<lilionally. """'"""'" aDd I",a...." 01.~GI-I (0-0., 1999.~ 2(01). The P\::w0Ullly (1llO1) iadDoeo__ loaIrordleAaw,..- poIIaI _ 10 b_.GN ...... ........a.. 1Iuf

...........nIy-m6ul -. _';' S ' owe.-.MIl Loe(1llOIII""'"'"ie ............ 01'_ ~__

_ ~._•• i" io. [ _poo<d"''''''~ n:xard!,..,.. ner Iiod _ pootIII< 01' .... ..p;.e:aspcar. 014 .....m..,....... I M , i I..widI..., • ec>ftDI" '" do<-.

If ""'""'Y ....npol-. ..., ............. _ .......... iooo tbr do.dop.'" or OM

"'0f'0......... "'idcopnd~ of tlU'J"II"' 0'''''' by~. 1p«W,.,,,,11'_. foc>d~. and 1lle cod IIX _ iI Ofailal~ 1'h< 101' 1/1..., OM trap """'PC'iour1. M'CIlliJ. "'_. oodS)'_. 1.-..elI<d ...... "'- I 'btlh.,. <Iollan.... _ peRC'" of to

.<><MdI"",,~.. 1000(""....... _.-.I ......... " .2001.; M_. 2OOlb. .sr-. WOOl,~1t&1)~1f\Ifes """'_..... ........,uc meardl. b-. If"""""_ rmw.... oipllllaud _ ..""'......,. H.or<ooy.., SclrIIrltt (ZOOII_ dItc ~du,,,,,,,,,,,,,,,~1"oJ ia$Orarcpt 1'l-aoJ. """ m.....,__11""0_.... 'T~" · · _ ..c<.W......,.~..... _"'" popu c"Cf«wnlI .. _ ........__..FOW ~• ..., Jf<*lJ' WrfI_ tor ccb<:r ......-.. .......-.T1Iis " lilt _ roo _ ~ be pln><d __ II,..._ •_

_ .... b-. _ iI'· _ -r_-...Jy....,.ol

, Oor _tq ,.. I .CJ" ...., I I'C1~. 199'1) MIl _ ,....,..,..... ol.-y

"'111'''1 .... ,pp ," ,I~_aort:""_-..si>I"'<X*d .... I ,._ ..... ..--,....WI ullljll!lr

....-..---0lSll:UP'll\'£~

.. _ .. ......... ,I .... GN ....,.. _ '. =="'" ""'"roo .... .......,.. : Ow enoa Hanaooll..."............. 1 IC......_·__ ..-......... *"aor,..... ·,...... I· ._,. "*- ...... ar M ......... • " ..... "'.. 1 • .....,...-t- I _....""""'f; .. I' .. 1I..,.._._•._ ......n..............hlot.. • ..,.,. __.... -.,. II) c.- by .. I '." M...-.sof .-...-...,,.,, (0.-.0..199'1;Ow_ MIl o-.b1.1OOOl

Fo< Ito< t I'dt,,_ .... _ ....,.,. _ .. • ....,.

_1Ie.....- ....1II .....~tJiGM 0IfII """'" .. liela.-d 00...._. (1997l OM! O'__O><nIorf(2OO'Jl ...

i>Hr tJi ..... uaoc 10 • t I'" _110 IIJ/£II .. <be -=dI ol..... • _ Ito< fIIIft« ...." .-.., lilt ....."t I 'i)' ....- PI- 01< gap n ..~ .. mr.:u. .. <be--_.lIIot)'_ ...- .. ;....,.~ .. lk dtocloj:ob<......1........... ""'Po.. ~1OI11dtonJpc h"lov -no. _. os IOdItcI""""'Y oopicof_ .. pIa 00«1 __ ..,-..,. _ ~d;m.....k 1I>..u.

sw..--. I' •.,._wllllcKlt:-.-........ ~. At_..:I <tl"""; b_ ..... • <tlGN ,.,. -,.~ ...._.1Ir.n. .. -1loW a .M1<tl....._ott 'f • .*'1-.1"'_.(1,..,6'1<....... _ ..., do< -...:1 at .... opom__ fiblI... •• . aat ....__ t _"*""'_~,..., _ 5 l' $

IMp (10 I _Ft.-.<tl*Eor*.. tla ~-........ a ado< I btbas..,",'c a:poIIIl_~ __ ..._. LaId, _ dot _ =bt

ri I"ii........ .....rcc-l- ...b...." Q.AI<tl_ _k; ._.oO' ".....,.__&..1IIIIooUl ;.-... •• __ ••--ax;' -..(H.....,._Sd' ' •. 20011,

__ ,tt •

1'1 1 .. .sc.tfy .... ...,.,.. -e. orGM crop> ......lIb)' co odd)' f<tt:I..:I iqltove ......"'" bClldi.. "'OIl apmd" popu!aIlbII ""'lIIIa p<riDd <II....,...., , W"",,, "opultdOIll io b'tcaoI 00 me.- 00 7.' billif;lo bylO2O (UU ot>d VilllIe, 2001). of _ .-. _ 80 IIl"""ClM will ,..... ia.~ ",__ aDd <han"'p<ttl<Ill will II< ill wbu...,.. (Food and... ,';""111I" O'I.nilal"", of Unll«l NoIlono, 2001), Tho liN H_l""'.k>pm<n! ,<pDt! "'U= <l»Il<dwolo;lcaIodv_". ctnillalco ....lkv<1"l'""'1Il of poOItCt ....iom ('l.m ofthe '<pQn by Of<enpn«, In open lell'" cllrif)'l". .... p<IO;,iotl tok.. ill ....HLlII1IIl Dovek>pmt:.. Rcpon 2001, ....,. 'iII"alllll ill lI>OI'e 'COCOfdI ondIIcvdopmcno of' GM """'" ;s • poomisln& 1"-" for ocoe\cnlllll -"'" illlICkl" ,Iobol """""" andlwD&ct <!Ill ........ (FIoU;ta./'In', lOOl). Fot.........' GM aopo , ...... ill orId __ • poot IbiI c.oa;l ,_

.,iclI ioo:tas<d ,iddo ...., '-" bei"C <k,clup<>l I""' I , 2001).

",-,.~__ ~_or_1fo

rail .-l)' ollaoJody ""'- ... ability '" 10<>1 Its; I ..., _ • dL.i<kJpcd__ p/Iyoo;:oI-U bolac Iikcwisoo ••_. ON crops ptaaI •...........,I0 po-.. ..,._.......t ••_~.. _ rb ,I' a-'"{·~~·2001,_1Julaoift.lOO1) rn._ i ..............

"-..-..-- ... ""'10 "'lJI fi:lo:.- (Owl&, 2001; '"'- ..,10(1)

............_al•. I _1Klbtl:....._'i 'ft _....GM ...... Flo ~lk_JII_\i __01910...._pa,...." u-d__ (PBS. 2001). CnIpo_~_

in«mal 8""" mochanJ"" tn f'gh' Insect> or '0 ",..., I><rbicidcs ""I""e fower.""1"",,.,... 9f chcmiull"''''''''''''. Wi,o f<W<f ol><mic>I ",,;dnal, <IlIC"Ol'Oc<n,'~onme"', thi, 'boul<l ,«ul, ;n • 'euu,,,i<>n of t",mful .lloc" on wildlif<.

"'al<T. and b""""".

The flO!':ulial harm '0 Ihc envir<>nm<nl i, ooc: <>f many I""",rs oocun><:ll!«l by<he <1<""",0" 01 OM or"", (SailO. 1OlXI, PBS. lOCIl), H<rbicid< 'esiswll <fop<OOOId ",,,,,-ponina« "ilb weeds. """"ing 'wp<f""c«l,' er!he: erOp i""if rooldb'<:o"'o a w«d. ",,""'linl unalrur<>ll«l 0.... 0<1><, f..!d. QlIlll!Ul"aI ,nv;'o,,".lo=<icicJc: l<satan! "o.upc:rt>ua<' rook! """II. Ql Ill< pe<licid< rn>Jooml GM<rOl' rookl harm i""".. or o<b« w;ldlil. !KIt "'g<lN. \...>"Iy ....w vinlse> mayeVolve ,osi""", to e,,,,,,n' trcalmCIllS or IwmfuJ to 0Ibcr p",viously una!fc<'Oilorganisms. Wi!bout full """",ledg' of rho """Olia! ronsequcn= of OM or"",Kl 'h<: """'~Mcm, >Om< opponent> rcc<><lllflCl"<l • "",,""',i= of Ihio tcclmolol)'.

Health riili",o argua1 to e,i.. on two .....01•• The interj<:ctlon 011""'" (yomooe org.nb", 10 ."",t"" <.on <""'''' 1"'''''1<n., ,,"'" with .ll<rgt.,. ll'i.:lII"eviomly ....r< ,.,. 1"0""" in II>e non·OMO Clop (Saigo. 2000), Simil"'I~. ""anlib""., 'tsiSlllO' ~<:! !Tom GM ''''P' enter tbc: hu,,",o OOdy, bo<>,.iumr..i""", '0 antibIOtics rould _elOp (PBS, 2001).

The I"0fitability 01 the i,.,.,,,'Y dep<oo, upon intell<etw.1 property rip" th"

OWO"""" "'~"" rould Ic><l to.maI1 f.\rmc" b<Cootin~ iodebted to the: ~<IlIb<>lder> olGM c'OPS (P5S. lOO)}. F",mo" will no< be"'ble to ..,..,.- IOf

"'''' yc..·' ""'" Of will be: required 10 mUc: 1"'y"",", tolhc: pa!<!Jl bolde, for Ihc:""VN seed. In J'OOf" ...,.,..., far....~ nuy "'" be: able to "II<>n:I OM crop <eed

nc~"'"' Ihc ",,<ential benefit 01 l<:<dieS the: rnas>co "" di>cu>>ed I"cvio<aly(" "Vicu],"" and T<ctmoI"¥Y,' 2M). Th;, l<CbookliY could oll" the ,e1.tlve<ff"'i<""ics of lrowing <rops In dill".", r"!o""" 01 tbc w",kl leading to "....l1oea'ion 01 ,"""'ret<. While <eo"""'", I!>tor)' "'",,Id arlue f<>r resoor<:tsloinl '0 tl>e ,o""ively roo" offldont I"odu""" "'I'P""""ts bellev. I,urn". in""""er ""'ions, "'" able '0 puroh=: OM crop '<chr>oIogy ....ill ..If" o""'in&furtl>cf Iwd'hip.oo ....,"'lng 1<>Od SCII.,uff",i<ncy in dev<klping notion<w'ly. ,be vrofi' Of;rn..tion of the: indu",y "';11 <OUSC ftml' '0 .lIot.m the:i:lR&D npeoo;1",.. to tbe: most l"OO1i';"1 n""""i21 OM ""'" rn>'J"'CIS tIaI couk!be ~irrertllt from tbc <:t"'" D«:'dcd by Ihc: room- n"",,", of tl><: """Id (PBS,

="Opponents ",'e til" diversify of fI<>r" Is i""u,"nce .g";".. "'''''1/11. lnst<:u. orol

di>ca.<e (pas. :z001). GM C'OI" can kad to 1= ~ivIT:l;ty. knDwn .. g<1l<Iic:

""',ion (SaitO. 200()) ODd the: ,..ulling ""'''''''ultu'd .... ",",c :rwctpriblt '",uch factor.. "'dcI;'i<l""Il~. weed. ,,00 ;"""'" ""'~ .vol\'o that are ...,;'tan! 10 Ihc:1"<><<<Iion dcoigne<l,nto GM """". Tbc e1bicll aID IYlC>r>.l impliutinllO of',..n'l1<o", crops.rt "..t, Soould. wonp.ny be: .1_ to l"'"nt 1t"O'i<:

•

.-rial ~ u.- GM crupo *-p l ' ... of _ ",. _pi.- Of'" rn:..._ plMa"O" _ ......-._-.I I ••__ .1 ,..-r.......... l"_ (1'BS.",,,

/I'.,=k<t9W: t '\en

Tho _ -I ............ dor IriP <Ita- of I 1 rlo ... -,.Go.a IOU iii"'" OIl~ up:! I ~, IoarftItq0IIIl _ ofGM .....,.. n..,,....,. or <q1daIIaD 0CUlI'S it 0IIIlinou'aoIloolallc\'c:l$

0. ""' ........it _. ibt u_s.-..~.1Iovlq,"'1...1}'f~ _,icti<>n< reprdiflj! on.....,,;c crops and food<wfh.M~ (:1001)...... "AJ"I'I01JonaI<ly ,,,,,...hirds of""~ food ....... oo U,S.Wp<mI>,k.. she!... h>s ,nlNdieo" lhlIIlo.... boon SOOOlitally ,....raopI'broil&!>b~. " How""",. <his _ i>Oi m,,,U111oal "'" rqulalory•••lronmoflll.1be U.S. iI anambi.e-»: -. oM CoonliNlOd F..".,.."..k CotRtlllla<iOII of8~. _ .....",.,.". osmo.... "'" FDA• ..., EPA.iiJIlIlI•• USO.......... oqulaI(lfy 0UIburiIy....~Ic~ .... _ ~ (Saito.2000) Addi'-'ly tIIc U.S..... ""''''-: lbc C'Irlac<- Prooocol ..~IiIlopl<d ill 1OlXl1s.;,.>, '200)). Still_ lire dooncoIlc k\ocl. lIlbu' Of

~1OIIr1onc1If _1<ssu" IcstIit ol. ClM n.c'.......,.., rna .. ......xcioaI_ .. " (Solp. 2000)...JIIo-... _ 10 er-a l-...p ..... _m.,p:l III -... •__..EwOpi! (1CTSl). ;mIl SUe<> (Z(lOO) _ .. GcfmMlr .. _ of1lle _.,' I rqoo_ot....... _....., ....... JIi__ • t

• lie

N" ·...........~_ .. B· , ,iodrIIB"plio I r,_.asiIt.............."'_GM., t (lit....... I"l\ed (UIOo))...... •••• Iw' 's .••'

:M=.:d:.:....~..:::._:..._. I sat .......... _ ,. <II

......-bJ! I'" ic>(Soifo.~ ....• _.Soip(2lXXJ)_., _ ...._"'pnwn<h__• '. __ II 1 _ ..

I

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"-~--,,--...,,-~ ..-..-._""..'._-S 1

a-s d '= .... IIdie>..,Ik-*-J ••• ' '1 .......-__ ko<d"". "..-~ ........_.j <II(l~ Ill< I; ...~, ' $ 'II' flew:

! .. 1" potiI:a ..t. _ I I .......... /a<Ioto..- ""opctJ;lI_..-. oncI it_Iu.tsiU&. it II "",we. w___ l<Il1c"'-"~·lj'W71"-JIII'IIO'U_ ,4 ............. OM a<lpO,~ "'" pr-.. Iovel of lODI%r1OiMy I. Inf!"*< Ill. *""~..... drvrIop "' .... 1lW __.~~ 10 Ild<lreu."OI<C"~ 10 ""'~""""&Y that io dlfficub '" xii.

""_'''''''''''l' ~upcr11<:$ ....',p •..,...."'Y....- Pf"""l'*1!Y IIy ia1~ Voupl. I',. ..,.,w.... ... ..... dOsrupu'" 1b<~..-.. ""•.............., ... co,o. 1Iorn= ' .. IS wdIlltl\Ml4(H......,. .. SdIIclco,l(llllJ 'Tk<t>-_.,,"""-...........l,... ' oIdo ..........

...fU"""_....n t Ibc, ' of.... ...,. SnJ >b

,(Il~.~.~~-"';;;;;lboi~ ...... " _"'~ ,_ ir.w 'br .... -...,epor""·p'" .'_ ..........__.fd"'--R_"'"'V_I2OOO).__.......... _ •• __mal. . ....................... tu......,..,.. ..___'0~ bus_. wtuIr R.- -' V<l1l<D..tio<d """reoJ..... _le fG:llOD 01 fir.- 00~ ill..... .. 1q'II~ _-,. d>u.n .. _ ....__ia&.... pi........., I 1= ... ......"

"""""'""" Oinll """ ,.., .... _ify lhnr rood<! of 1" ~ ""Ii.......o<qy.

w. know &",,<mm«>I>~ boIun ,..pb<ln~ OM """I' iIl<!lucry. but tho'.p~"""" ....ry wmly .,,"" 1O"<mIDI:IllS lie c""l1""""",ly ..."I'i!li ..!he 't<bIlO1OV >d._........ 'oult, .... bel""< lh< l«hnok>sY itl<Ir,'"Ot;ve, of clwl&- """"'ll' III oo..,iIu<:""id,;" ,be RWl!mpon.ohl 1'oc<ot. ThoI;".""crmn<rn "'u1oliooo .IOU raul,""" C(l<lll.... '0 <lw1&<." does lllo ..'" of1nacMouoo:I. lndald boooo<:bnoioI:Y ",ill olll:f Ibe dymmiQ or Ponet', n"""""','"110,W ro."... w ",!II roroo of --......k.. foaon~rquIalioo<I}a< ..-_d br Roo_ ODd V-"QOOO). r... -e. _ •..... ocveIIIII b<:e. -' teI fot<a dial iIII:Iodc:Ioll_~. billIII porua.Ior flK"1OI ~

lMO"""'" lw "'" """'Ill'" '" ai,,,, !he ~YIWII," of II.. ia<llulry, • 'oprcsrnt<dby Porto,', r"'e I<=<s, wb",b ",ill ~Ir..'ly .Ita n"" "III<U, and lndim:lly

'rnpacl '~''''&b10""""""'" '4U'--. n..1funopU~~ of lhnWbao!olY follow$a.......·.!1991I oaoI)W F""""'. _ .... b< 0din:aoIurt.eoo...._.......,!Ir..,.po t".' ' +/Q.-''''<'-..... tI, .... dincdy ......,.. 'bJa-_V_tZOOll.

Go'a __ <riUb<~ Iln_ "" ........_01In"1 .... crops: • --. rapid ,.., ol ..........-&"*'cr pr-.e "" I/o:1"""'"""'" 1(1 dc>dop 'cpb<Ooao ~lnl "'" ..,_ih:: aIlll wt..,""c:Wa:I.-..... of lb< lo<hn<>l<>JlI. Thio ,1,1lI r"""" *l ~lt<.- by Ru...... andV",bo" (2000) lIIaI d_y .ff"",,_1InIqY

~."'.'" .. 0__.: ;_t«-...... , 1 ....~ of_' ,. .. po , 1y operiol-" """"" omIlo11li, " ,._... """'We_of.... """. I '.__ """""""' ..........._,._110,...01_.. J~"""'~"-"l."'_1Iq_•• diIIeo.- aliprd ... _

pteJple. 1.\hIs 1IIduotry, op«:ial iaIeteol P""P' -.Id ................__ •Gr,",,~ c,F~ of .... Eanh, mil""" 1JWfI", the ..,iealir.. wtn"..."ky.ra:lK:aI Ofp"I,.. ,..,., ond 00 fon!l, Of >.II oocb ll'OUl", ""'"" opp<)O<d mb",'cdu'"locY 1<1IIl ...... -.: V<I<:alIa ""'"~• ...., 1"* I!I< " .....~ 00 CIIC]lOtaIe SU'IlI<III' __ iIldiRQIy Il=uPpm ,.....". 1lIit It '" doe r.a _ ............ 01 P""P' 0f'P'"$•.. • : U'CIl- __.. rn. ~"'_...... i:o, ...

·1" _ 1 1 iJ C ; ... _ '"hI""o&!, ID ., , .... .....,. • fi&:wec I.

Tho ......... po ..... """"".. 00 -.. ""' .."""" boeo,....us. _""",IllId qIIO"'_. "cllfl'l"'ll/'ld in F'Iwe 2. iD _ ~ of ....."....I<IOW OO$lIoncl !I<Ilc:ftu .....nninc: clloloe. II ......' bolle! ""'1 ia1 b<neflUIDa..... _itly ...,11 b< more r«epioc <JI "'" _ ....lu 1"&1• .111 -....,..." C_encIy... _ia1 CUllS iDcn:ooc:~ win be Ieso .-pO"" 00 .....

I +'P.alI_1IAnequal. w.~_~_:.;_;...,, ....... ",RIl.D_...,~_: .. +.,wiIlyod<l~ __.._-""JII .......

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Mo=to n"" lI>d luniral >ue=s ,_lIy """,n",rc"li,il\& ,heir 1I"'ISJPI1<sececcir 2001 10K rcpon,

Tho de\"IopfIICOl .00 ••ks orOIl' proo""", ll.>."" !>eon, andmay in th< future be, del.yal '" unpaired b<c.aus< of advcncpublic ~CCplioo '" 'q;u!>u><}' oonc<''''' abQo' th< ..f..y or"", prOO""" .and Ibc p<>lC",i.1 cfk<:u 01 .- prOOOCl> on001><, pl.n.. , .nimili, """"'" I><3lI11 and ""' envi"""""",.

C1corly rh< rmll ..,kDow)a1l!<' "'" ability of quosi."",'" .and ~"",kc<forcn to >Iro"3ly intb>erw;c the """""""nee: or tnmprnic crops. The finn basOllop"s1 an "Pf><"""h to wurk more oloscly with gov<mrnOlllS io "'" <lcvclopm<ntor 'CfuJotioDs and .... p"blic- ,<lations off"", 10 inform .... public- andoon<Umcrs of lbc: b<D<fi.. of tromgenk """"""'ion. ftov.'e..r, Moo.<aldo h.oIl _b<ro obi. to or=« .ucc<s<ful ".."......bil" willl .. , 110,,",,=1:.. for= and"WO.... '0 h,we zero ponncnhipo willi _i-matk.. I",.,...

10"rnu of nOOlCtll:Imu. ""' n"" .... impl<mcnI<d pubI-= rclaliom. IX'liticalaction, coal','OlI. 0"" volunwy "",ion >tm<~. -n.- .... ev_ inM_o', ""w pl«lg. tllallII. linn >o:lopIcd in 2000 to oddrcslI DJ.lny of <be'!'Wi_mark.., u ,,'<II .. oon-nw:kc<, COIlC<rm, Spedf"'IJly in reoponsc tooo~oi.~ oppo>ilion Moo:uno:> has P'«lg«l1O rcopca .u ""'" t:OOC<nIJ, p""'irl<occ<s';bilily '0 PU!»;"b<d scirnliti<- study. cr.... dialogue with '" ponies, and'<ll«1llly:tO' in 0 .oottlly """""",ibl< It'IaIIn« (Moman'" 2001d)

The firm', prinury "''''&in e-ocompas.< quadran.. 1 and 2, .and its~ry""'t<gieo &Ie found in qu.>d"",.. I. 2........ We belie.'. !be firm will eomiDue<0 eonfrOOl <lWleog<1 in dOOolly~ the tnnsgcnk: oe«ls lUt1il iIeng.o~.. th< pre>crib«! primary ...."'tiel of q.,..;j"",,),

The reo"i, ofa """l!" tnl1 SIlbs<q....., ,p;"-{lffof Novani> ..."ibus...... andZ<neca A,nxlltm>:al'~. Synge"", became an IB:l<po:ndcnl e<>mp«iIorin 2000, ft""ven (2001) """"'" III;, ...n...hon ... functioo of "pro.<.g<oi>u'i........... l!>al ...... in pan. from th< COIIlJ'l)v""l' ,w",....li",gCll<lically IlXXllfied seeds." Simll.. '" Mon<aDlO, this """'P""Y >Iso "",frontsch>Jl<ngcs to =nm:Wize 'fIImg«>ic _ and ......, lb<~ ofI»oIceJmoklV'" long-",,"" l""""" (Syugcnt>. 2000, 2001).

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