Thursday, July 31, 2014

Lawnsite.com vs. Dupont (parts A, B, C)

VAN WASSENHOVE Luk, HUNTER Mark
©2014 INSEAD Case Study
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The introduction of a new class of persistent herbicides is anticipated by DuPont as a game-changer for the firm and its customers. Instead, the product creates unforeseen damage to vegetation. The mobilisation of the customer base soon extends to the general public and regulators, leading to withdrawal of the product and ultimately the sale of the DuPont business unit concerned.