Publications
Publications
- December 2021
- HBS Case Collection
Pairwise
By: José B. Alvarez and Annelena Lobb
Abstract
Pairwise discusses the strategic approach of a company aiming to “snackify” fruits and vegetables by using CRISPR-Cas9 gene editing to create nutritious, bite-sized foods that could compete with packaged snacks. The company is confronting a number of challenges, including distinguishing their approach from that of GMO foods, which had a mixed public reception.
Keywords
Gene Editing; GMO; Food; Nutrition; Competition; Market Entry and Exit; Public Opinion; Competitive Strategy; Consumer Behavior; Food and Beverage Industry
Citation
Alvarez, José B., and Annelena Lobb. "Pairwise." Harvard Business School Case 522-058, December 2021.