'Ventria Bioscience and the Controversy over Plant-Made Medicines\r'

' pillowcase Study: â€Å"Ventria Bioscience and the contest oer Plant †Made Medicines” GB590 Corporate genial Responsibility Prof. Timothy Loney By Willette Marchany Rivera February 22, 2011 Introduction: Case overview Ventria Bioscience, a bio technology firm based in California, faces the challenge of commercializing a yield with potential and coarse everyday health benefits. Ventria had developed a ground-breaking technology victimisation genetically modified (GM) sift to bring about the proteins lactoferrin and lysozyme, both found in tender being bureau milk, which faecal matter be mathematical functiond for the treatment of diarrhoea in children, tourists and the military. Lawrence and Weber, 2010, p. 494) However, the pioneer biotechnology invention has to go through regulatory processes and stakeholder’s scrutiny, before it scum bag enter the market. There are estimable concerns over the send offt-based care fors and op get coming from co nsumer advocates, environsalists, strain farmers and nutrient preventive activists. Ventria pick outs to overcome the regulatory environment and have intercourse its stakeholder relations in order to succeed and sap this product for sale. In order to do so they must establish a strategic plan to improve their triple bottom sop up performance.They need to convince stakeholders that the potential benefits are desirable and that they can safely and responsibly deliver the product to be commercialized. Even then, Ventria and the biotechnology industry might forever and a day face opposition from groups against genetically modified organisms in which human genes are also manipulated. â€Å"The public’s reactions to plant- made pharmaceuticals were likely to be extreme, given the soaring benefits, potential risks, and deep moral quandaries posed by these new technologies. ” (Lawrence & Weber, 2010, p. 92) Financial terminal Ventria’s financial intenti on is to make profit from producing in a big scale the GM sieve they developed and selling it at an affordable p sift. The plant-made pharmaceutical concept was created in order to take utility of the capability of harvesting the proteins in a internal host instead of using a expensive laboratory environment where manufacturing would be slower and in a smaller scale. Ventria’s financial goal seems to be intertwined to the capability of producing the GM rice out-of-doors over a large amount of land.Environmentalists and rice farmers are highly concerned with the possibility of comingling hap and the perverse impact on the ecosystem this could have. Other than that, the sexual union of Concerned Scientists, a policy advocacy group, warned that it is unwise to produce drugs in plants outdoors, because there would be superficial control over the doses people might sustain exposed to, and some might be hypersensitised to the proteins. (Grace, 2011, para. 24-25) Environ mentalists are concerned too about Ventria using acres of tillable land to harvest medicine instead. (Grace, 2011, para. 0) Social goal Ventria’s friendly goal should be to contribute to the treatment of diarrhea in children, the military and tourists at an affordable price with their modern plant-made pharmaceutical without damaging society. In order to do so, they shall get the local and global public to trust the biotechnology industry and plant-made pharmaceuticals. They also need to check over that the product or its intersection give not harm or negatively affect human lives. The GM rice cannot get mixed with or contact in any direction crops designated for human food supply.At the same time, consumers need to be assured honestly about the content of the products and that they are GM. Otherwise, customers would be deceived. There are ethical concerns about the use of human genes in this GM rice and consumer rights to be informed should be placed send-off. Food asylum is also an issue as this GM rice remains to be widely tested in humans and be approved by the FDA. The corporation also needs to become liable in case the GM rice contaminates other rice farmers’ crops and contaminated products are sent to the human food supply.Environmental goal Ventria’s environmental goal would be to produce the GM rice without pestiferous the environment or throwing off the natural balance, that is, without disturbing the ecosystem. They cannot supply comingling to happen. Also, they need to avoid and control the risks of any adverse impact of the GM rice to the ecosystem by victorious measures to avoid potential harms to the wildlife and the spreading of the GM rice crops that could lead to undesirable hybrids.Summary: Triple bottom line performance and strategic recommendations After considering all the financial, social and environmental factors that adversely affect their performance, Ventria is in position of making a strategic dec ision. They should consider first to modify or radically change their mathematical product strategy and second to enter in a marketing process focused in educating the public about their product. These strategies can help them achieve their terce bottom-line goals. They need to provide a safer way of producing their product and obtain the permits and the approval to sell it.Their financial, social and environmental goals can only be attained by focusing in resolving the issues with their stakeholders. There are two recommendations on how to change their current production strategy. They can search for an isolated area of arable land away from other rice farmers and cook stringent measures of control to avoid the risk of contaminating other crops. However, controlling all the risk factors in an open crop field would be modify and it is uncertain to which degree it could be accomplished.Another option would be to consider production in greenhouses. This would be believably much costly, but will ensure a higher degree of control. Finally, Ventria would have to ensure the sanctuary of their product and take on an honest publicize campaign to disseminate doubts and concerns about their invention. Likely, there will be opposition based on the ethical concerns about GM. However, public campaigns that provide straight foregoing and clear information from the developers will give customers more tools to make an informed decision about the product.References Grace. (2011, February 2). genetically modified rice now on its way to fields in several countries. Nwoandsecretsocieties. WordPress. com. Retrieved February 24, 2011 from http://nwoandsecretsocieties. wordpress. com/2011/02/02/genetically-modified-rice-now-on-its-way-to-fields-in-several-countries/ Lawrence, A. T. (2010). Ventria Bioscience and the hostility over Plant- Made Medicines. In Lawrence, A. T. , Weber J. , duty and Society: Stakeholders, Ethics,\r\n'