Publications
Publications
  • December 2021
  • Case
  • HBS Case Collection

Pairwise

By: José B. Alvarez and Annelena Lobb
  • Format:Print
  • | Language:English
  • | Pages:17
ShareBar

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.

About The Author

Jose B. Alvarez

Marketing
More Publications

More from the Authors