Publications
Publications
- December 2007 (Revised April 2008)
- HBS Case Collection
Alltech...naturally
By: David E. Bell and Mary L. Shelman
Abstract
Entrepreneur Pearse Lyons had built Alltech into the fastest growing company in the global animal health industry through innovative technology, creative marketing, and strong branding. Sel-Plex, a proprietary Alltech product, had shown important health benefits for animals and humans. Although numerous branded selenium-enriched products were being sold in supermarkets around the world, the company's current business model (selling Sel-Plex as an ingredient) did not allow it to participate in the value created. Lyons and Alltech's directors must choose between three different options for Sel-Plex, which include continuing with the current strategy, partnering with animal producers, or marketing Sel-Plex directly to consumers in tablet form.
Keywords
Brands and Branding; Leadership Development; Customer Focus and Relationships; Expansion; Technological Innovation; Intellectual Property; Sales; Value Creation; Business Model; Growth and Development Strategy; Health Industry
Citation
Bell, David E., and Mary L. Shelman. "Alltech...naturally." Harvard Business School Case 508-033, December 2007. (Revised April 2008.)