The Innovator's Guide to Growth: Putting Disruptive Innovation to Work by Scott D. Anthony & Mark W. Johnson & Joseph V. Sinfield & Elizabeth J. Altman

Author:Scott D. Anthony & Mark W. Johnson & Joseph V. Sinfield & Elizabeth J. Altman [Anthony, Scott D.]
Language: eng
Format: mobi
Publisher: Perseus Books Group
Published: 2008-07-01T04:00:00+00:00

That’s not to say that organizations should jump into completely unknown waters. It is important to understand how your capabilities can help you stretch into new, high-profit territory. Few have taken this point to heart as much as Syngenta. The company was formed in 2000 through a merger between Novartis Agribusiness and Zeneca Agro-chemicals. Syngenta historically had focused on developing seeds that fostered attributes desired by growers, distributors, and fruit and vegetable retailers—attributes such as pest resistance, weather tolerance, and extended shelf life. When organic produce became a boom market, Syngenta’s seeds fueled billions of dollars of downstream value that Syngenta wasn’t capturing. So in 2004, Syngenta entered into a joint venture with Tanimura & Antle, a well-established produce supplier, to launch Dulcinea Farms, a premium organic produce brand. Syngenta’s access to produce customers allows the company to tap into a new revenue stream beyond seeds.

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